The WARC Podcast
WARC x IPA EffWorks: Why relevance rules and the case for marketing as an investment
Oct 12, 2023
Sue Unerman and Jake Webster discuss the changing media landscape, while Ian Whittaker makes the case for marketing as an investment. James Hurman and Amin Mrini advise on profitable scaling on digital marketplaces. Hannah Gillett highlights the importance of owned channels and an owned-first strategy.
42:56
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Quick takeaways
- Understanding key growth levers can help marketers tailor their communication strategies for optimal growth.
- By demonstrating the positive impact of marketing on profitability and growth, marketers can make a stronger case for sustained investment in marketing activities.
Deep dives
The new communication economy
The new communication economy represents the reality of how people consume media today. Traditional linear advertising is declining, and people are spending more time with media that is not ad-funded. This shift in consumer behavior necessitates a change in communication plans and strategies. Research conducted by Essence Media Com revealed that certain levers, such as ad awareness, brand impression, word of mouth, quality, and value, drive growth in different categories. Understanding these levers can help marketers tailor their communication strategies for optimal growth.
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