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Hard Data On Fluffy Marketing

Brand building is the “most important” factor in achieving company objectives, despite a preoccupation with performance metrics within business, according to Marketing Week’s exclusive 2024 Language of Effectiveness research, supported by Kantar.

But is this really true? Marketers claim that it is impossible to properly attribute campaigns, and with rising CAC online it is becoming harder to deliver ROI in a time with restricted budgets. In fact DEPT found a 40% drop in budget allocation towards growth marketing.

We take a brief history tour of the rise and fall in popularity of different techniques, assess where the truth is in context of wider industry trends, ask priorities should lie and what marketers should worry about for the future.

There will be plenty of time for questions and comments in this interactive session.