Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers

Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured.[citation needed]


The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Robert Shaw's Improving Marketing Effectiveness [1] which won the 1998 Business Management Book of the Year Award.

In the book What Sticks[2] (ISBN 1419584332), authors Rex Briggs and Greg Stuart calculated that marketers waste 37% of their marketing investment. Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages, and inefficient media mix investment (pg 19–20).

What Sticks was named the #1 Book in Marketing by Ad Age[3] and is required reading at leading universities including the Wharton School of the University of Pennsylvania[4] and Harvard,[5] suggesting that the Marketing Effectiveness continues to be an important business topic.

A preferred marketing effectiveness analysis is marketing mix modeling.[6]

Factors driving marketing effectiveness

See also


  1. ^ Shaw, R. Improving Marketing Effectiveness — the methods and tools that work best, Economist Books, 1998 ISBN 1-86197-054-4
  2. ^ Jack Neff New Book Reports 37% of All Advertising Is Wasted, Ad Age, Aug 2006
  3. ^ Ad Age, Book of Tens, Dec 18, 2006
  4. ^ Course Syllabus
  5. ^ Course Syllabus
  6. ^ Kotler, Philip; Keller, Kevin Lane (2012). Marketing Management. Prentice Hall. ISBN 978-0-13-210292-6.

Further reading