22 min listen
What Does Creative Effectiveness Really Look Like?
What Does Creative Effectiveness Really Look Like?
ratings:
Length:
19 minutes
Released:
Jul 25, 2023
Format:
Podcast episode
Description
75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and business outcomes.Are we in the middle of a creative effectiveness crisis? In this episode, Elena and Rob explore what creative effectiveness really means, how to measure it, and why award shows are so bad at identifying it. They even explore a framework that marketers at brands of all types can use to evaluate the likely impact of their creative work. Because great creative should absolutely translate to business results. Topics covered: [01:00] Recapping WARC’s podcast episode from Cannes Lions[03:50] Why aren’t creative award shows better at evaluating effectiveness?[07:30] How do you measure creative effectiveness?[09:30] Explaining the SPARK framework[11:30] Why kindling emotion with creative is so challenging[13:30] How pretesting can guide creative strategy To learn more, visit marketingarchitects.com/podcast. Resources: 2019 IPA Report 2019 WARC Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Released:
Jul 25, 2023
Format:
Podcast episode
Titles in the series (69)
The Danger of Digital Marketing Dependence: As a marketer, what is the danger of relying too heavily on digital advertising? Angela Voss, Rob DeMars, and Elena Hengel tackle this question in the first-ever episode of The Marketing Architects. Too many businesses are facing the consequences of... by The Marketing Architects