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  • Effectiveness in Context - Killer Charts

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    Jonathan Jones
    267 views12 pages
    The document discusses how the optimal balance between brand and activation marketing varies depending on factors like industry and technology. It finds that as activation becomes easier online, brand building is becoming more important. However, the ideal balance also depends on the sector - for example, retail requires more brand investment while FMCG needs more activation. The document concludes that under-investing in brands damages effectiveness across most sectors.

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    The document discusses how the optimal balance between brand and activation marketing varies depending on factors like industry and technology. It finds that as activation becomes easier online, brand building is becoming more important. However, the ideal balance also depends on the sector - for example, retail requires more brand investment while FMCG needs more activation. The document concludes that under-investing in brands damages effectiveness across most sectors.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    267 views12 pages

    Effectiveness in Context - Killer Charts

    Uploaded by

    Jonathan Jones
    The document discusses how the optimal balance between brand and activation marketing varies depending on factors like industry and technology. It finds that as activation becomes easier online, brand building is becoming more important. However, the ideal balance also depends on the sector - for example, retail requires more brand investment while FMCG needs more activation. The document concludes that under-investing in brands damages effectiveness across most sectors.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 12

    Available from ipa.co.

    uk or
    amazon.co.uk, October 2018
    Brand-Activation balance matters
    Peak at 62% brand

    20% loss of effectiveness


    Brand remains strong

    56% loss of effectiveness


    Brand weakens

    Source: IPA Databank, 1998-2016 for-profit cases Effectiveness in Context, an IPA Databank publication, Oct 2018
    Flexing the 60:40 rule
    If activation is easy, down-weight it If brand building is easy, down-weight it

    Effectiveness in Context, an IPA Databank publication, Oct 2018


    Online research makes activation easier

    Source: IPA Databank, 1998-2016 for-profit cases


    Online selling makes activation easier

    Source: IPA Databank, 1998-2016 for-profit cases


    Subscription makes activation easier

    Source: IPA Databank, 1998-2016 for-profit cases


    Innovation makes activation easier

    Source: IPA Databank, 1998-2016 for-profit cases


    So brand building is becoming
    more important, not less

    Source: IPA Databank, 1998-2016 for-profit cases


    And ideal balances vary across sectors

    Source: IPA Databank, 1998-2016 for-profit cases


    Including the NFP sector

    Source: IPA Databank, 2012-2016 not-for-profit cases


    Brand under-investment is damaging
    effectiveness in most sectors
    Retail

    Other services

    Durables

    FMCG
    76%
    Correlation

    Financial services

    Source: IPA Databank, 2006-2016 for-profit cases


    Available from www.ipa.co.uk or
    amazon.co.uk, October 2018

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