Branding has had a new spring in recent years, thanks to the work of the Ehrenberg Bass Institute, Les Binet & Peter Field etc. This has led to a new issue: How should we actually document the effect, or return, on all investments that go to branding, where the effect is not as quickly visible as eg tactical sales campaigns?
We “know” intuitively that it is important because we have seen, heard and been told it, but there are actually very few who have good methods for making the business value of branding visible. The challenge with this is that it is about long-term effects that pay off over time, often several years, and the jungle of digital KPIs and attribution models are unable to make this visible. RED dentsu X wants to help further develop the Norwegian marketing and communications industry, and help to professionalize investments in brands to move away from being just a necessary expense item in the accounts, to be seen as an investment with clear expectations to documentable return. 21. October, RED dentsu X therefore has the pleasure of inviting the entire industry to a seminar of the extremely rare ! The seminar is digital, free and open to the entire industry! Click here to register . This time we are so lucky to be visited by Dr. Grace Kite , who is among the world’s leaders when it comes to documenting the effects of marketing, both in the short and long term. How many marketing managers / marketing directors bother every single year to document the real effect marketing contributes, and especially why it should invest in a brand rather than just doing more of what gives immediate and quickly visible results? This is exactly what Grace is known for and passionate about, namely to highlight the business value of marketing in the short and long term, in a way that resonates well among CFOs / CEOs. I dette foredraget som hun forbereder eksklusivt til oss vil vi få presentert følgende:
- Why measuring correctly, not just measuring everything, is business critical
- Marketing effectiveness from a CMO vs CFO perspective
- How to successfully measure true business value from marketing?
- Results & implications of measuring short and long term value generated through marketing
Agenda October 21, 2021:
Welcome to a completely unique breakfast seminar with lots of professional replenishment that will be able to help lift the effect of your marketing additional. 😊 The breakfast seminar is digital, free and open to everyone in the industry!
Registration for the seminar can be found here!
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