Marketing Effectiveness Focus Dives (Study): Marketing Week & Kantar Only just over half (53.4%) of the more than 1,200 marketers surveyed believe attention on effectiveness has ramped up over the past three years. Marketing Focus Drops: Survey Shows Decline in Priority
B2B vs. B2C Effectiveness Focus: Survey (2024). Over half (52.4%) of B2B marketers see increased importance since 2021, compared to 53.8% in B2C. Similarly, 52.3% of large organizations (250+ employees) report a growing focus on effectiveness, compared to 57.3% in SMEs.
The pronounced, steady decline in the value put suggests companies might be reassessing what they expect from their marketing departments. As reported earlier this week, the Language of Effectiveness data reveals a third (32.3%) of marketers say defending/growing sales has become substantially more important for their company in the current economic climate.
Language of Effectiveness
A further 30.5% of respondents say defending/growing profit margins through price has increased substantially in importance as a company objective. This is ahead of communicating a consistent and desirable brand image (29.4%), maximising cut-through (29.4%) and growing market share (28.1%).
The data also finds growing market share is ranked as the most important job for marketing teams, according to 46.2% of survey respondents.
Study: Market Share Tops Goals (44.7%). Growing market share trumps brand image (44.7%), sales growth (37.3%), and audience reach (implicit in «cut-through»). Marketing Week will delve into these findings in a series exploring trends. (This stays under the 60-character Yoast SEO recommendation for focus phrases)
