SlideShare a Scribd company logo
Word Pick up from Novartis JD:
Marketing effectiveness
Means:
It is where you determine the effectiveness of your marketing programs and campaigns by measuring
their direct impact on sales and revenue.
fundamental ways marketers can influence marketing effectiveness:
Corporate:
Each company operates within different bounds. These are determined by their size, their budget and
their ability to make organizes act in similar ways leading to the need to segment them.
External Factors:
External factors such as weather, interest rates, government regulations, etc. that lie outside of
marketers' immediate control and may impact marketing effectiveness.
Marketing Strategy:
Improving marketing effectiveness can be achieved by employing a superior marketing strategy.
Marketing Creative:
Even without a change in strategy, better creatives can improve results.
Marketing Execution:
By improving how marketers go to market, they can achieve significantly greater results without
changing their strategy or their creative execution.
Marketing Management:
Improving the business of marketing can lead to significant gains for the company. Management of
agencies, budgeting, motivation and coordination of marketing activities can lead to improved
competitiveness and improved results.
Marketing performance measurement and management
Marketing performance management is based on six success factors: 1) alignment, 2) accountability, 3)
analytics, 4) automation, 5) alliances, and 6) assessment.

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Marketing effectiveness

  • 1. Word Pick up from Novartis JD: Marketing effectiveness Means: It is where you determine the effectiveness of your marketing programs and campaigns by measuring their direct impact on sales and revenue. fundamental ways marketers can influence marketing effectiveness: Corporate: Each company operates within different bounds. These are determined by their size, their budget and their ability to make organizes act in similar ways leading to the need to segment them. External Factors: External factors such as weather, interest rates, government regulations, etc. that lie outside of marketers' immediate control and may impact marketing effectiveness. Marketing Strategy: Improving marketing effectiveness can be achieved by employing a superior marketing strategy. Marketing Creative: Even without a change in strategy, better creatives can improve results. Marketing Execution: By improving how marketers go to market, they can achieve significantly greater results without changing their strategy or their creative execution. Marketing Management: Improving the business of marketing can lead to significant gains for the company. Management of agencies, budgeting, motivation and coordination of marketing activities can lead to improved competitiveness and improved results. Marketing performance measurement and management Marketing performance management is based on six success factors: 1) alignment, 2) accountability, 3) analytics, 4) automation, 5) alliances, and 6) assessment.