An Introduction to Marketing Effectiveness

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Here are a number of topics we will look at:

- What marketing effectiveness is

- Marketing effectiveness culture

- Evaluating your marketing efforts

- Potential pitfalls with marketing effectiveness

- Post-campaign analysis

Objective of course:

What is marketing effectiveness and why is it so important in the current business climate? Marketing effectiveness – particularly over recent years – has become more of an integral and integrated part of many businesses marketing strategy. As there is potential for significant rewards for businesses who focus on effectiveness rather than just efficiency; according to a study by Ebiquity, if brands better allocated their marketing spend there would be an opportunity to increase business profitability by a combined £34.2bn annually. This course will explore the basic principles of marketing effectiveness and highlight what test structures should be considered for your next piece of marketing activity.