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The Sleeping Barber - A Business and Marketing Podcast
SBP 053: Live From New York, It's Marketing Effectiveness. With David Tiltman.
Jan 16, 2024
David Tiltman, SVP Content at WARC, joins the podcast to discuss marketing effectiveness and critique North American marketers. They also highlight an upcoming event in New York showcasing industry work and creativity. The speakers explore contrasting views on marketing effectiveness, analyze challenges faced in the industry, and discuss foundational principles including targeting, availability, and measurement. They also touch on common problems faced by marketers and preview upcoming episodes with other guests.
01:04:07
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Quick takeaways
- Marketing effectiveness involves making better marketing decisions based on evidence and understanding the principles that drive commercial success.
- Understanding consumer behavior and making clear and valuable promises to customers are key principles of marketing effectiveness.
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The Importance of Marketing Effectiveness
Marketing effectiveness is all about maximizing the commercial impact of marketing and marketers. It involves making better marketing decisions based on evidence and understanding the principles that drive commercial success. One key principle is the promise to the customer, which focuses on making a clear and valuable promise to customers and ensuring it is delivered upon. Another important principle is understanding consumer and buyer behavior, including the idea of two jobs to do: targeting both those in market and those not yet in market. Additionally, understanding the balance between mental and physical availability, such as the 95/5 rule, is crucial. Lastly, the effective allocation of budgets, such as the 60/40 rule, is key to driving marketing effectiveness.
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