Optimize your investments and drive measurable sales results
Media consumption habits are fragmenting and the consumers path-to-purchase is becoming increasingly complex, involving multiple touchpoints on the route to successful conversion.
To add further complexity, the entire digital ecosystem is changing. Data privacy is becoming a growing concern and the removal of third party cookies further tightens your ability to track and measure engagement.
These changes have a major impact on where, when and how best to now reach and engage with your desired audience and maximize your marketing ROI. And what worked well before may well have changed in this new era of consumer behaviour.
However, cutting through the noise and building strong brand associations with your audience remains just as important as ever before. Arguably even more so during these times of uncertainty and unparalleled change.
In this challenging environ-ment, marketers cite measuring marketing ROI as a top priority and require measurement solutions that can deliver.
According to GfK's Branding and Marketing in the New Abnormal, over 80% of marketers run some form of marketing measurement and approximately 60% rank maximizing ROI as their top priority. However, despite its importance, many marketers measure the impact of their marketing with metrics that have no clear link to sales and other key business KPIs. Less than a third of client-side marketers have programmes in place that accurately measure the impact of marketing investment (WARC, April 2020).
Furthermore, marketers believe they waste an average of 26% of their budgets on ineffective channels and strategies.
To succeed in today’s environment, you need measurement approaches that capture your investments across all your marketing channels, and accurately quantify all drivers of your brand sales both online and offline.
Do you know the impact of your marketing investment on your business outcomes and how to maximise the impact of your investments in this new era of consumers?
It is important to have a measurement strategy in place that overcomes the ever-evolving and challenging landscape and to work with partners that have access to robust data and expertise.
Using advanced measure-ment techniques and proprietary data sets, GfK Marketing Mix Optimizer can unlock powerful insights to ensure you invest at the right level, on the right channels, with the right campaign to reach and engage with the right people.
It helps you answer your most pressing key business questions:
We at GfK partner with clients to deliver these insights, read on to find out more.
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