It's a fight for budget allocation, and marketers need to prove their worth. But today, says Paul Rowlinson, Managing Director of GroupM Digital UK, there are modern tools they can use to solve the age-old issue of measuring the impact of ad spend - as long as they're willing to update their methods.
CMOs are feeling the pinch after the third quarter of 2019 revealed the first cut to marketing budgets in seven years. Already under heavy pressure from the C-suite to provide clear evidence of their contribution to business success, CMOs must now achieve greater results with reduced budgets.
There are however more ways than ever before for advertisers to enhance the precision of their media investments and deliver maximum business value. If, that is, they are willing to adjust their current approach to measurement and move from long-favoured proxy metrics to more precise, outcome-based analysis.
To read his full POV, please visit Prolific London here: https://www.prolificlondon.co.uk/features/2019/12/why-marketing-should-be-made-measure