Destination: Marketing Effectiveness

Making the right turn towards long-term marketing effectiveness success in Australia 

Delivering effective marketing is one of the biggest challenges and opportunities that Australian businesses – and indeed those across the world – are facing today. Some of these opportunities are enduring, such as establishing the commercial credibility of marketing within an organisation. Others are newly emerging, such as the impact of artificial intelligence on content creation, media buying and measurement. All of this combines into a paradox where there is a heightened focus on effectiveness, alongside diminishing confidence in how to achieve it.

While Australian marketers understand the value of brand in marketing, our brand new state-of-the-industry conducted in conjunction with WARC reveals they are more focused on performance marketing and sales promotions as the gap between how to market in buoyant times compared to difficult times is more pronounced. We may be at significant crossroads, but the opportunity is ripe to build a strong foundation – key to both short-and long-term sustainable growth.