Focus on one main outcome that's expected of a campaign

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2021, 2:58 AM UTC

To boost campaign effectiveness ensure no single channel receives more than 50% of the ad spend.

Consumer packaged goods (CPG) brands could do well to incorporate non-traditional media into their marketing campaigns. Businesses can boost the effectiveness of their campaigns on average by 260% by using a new media plan, according to Oxford University's Said Business School and Kantar Group.

However, brands must avoid creating campaigns with multiple goals and ensure that their campaign is focused on only one specific goal, such as awareness, association, or motivation. Further, to enhance campaign effectiveness, the right combination of media channels and content assets are required.

To increase brand association and connect with consumers, create relevant content with influencers, communicate stories through long-form video ads, and deliver interactive experiences. Regularly evaluate the significance of networks like Facebook to build long-term brand equity.

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