NEWS27 January 2014
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
UK — Marketers who are focusing on new media platforms at the expense of understanding their customer value propositions are missing out on ROI opportunities, according to a new study.
The Fournaise Marketing Group measured that, last year, 71% of marketers focused more of their campaigns, activities and budgets on mobile, social and digital platforms, while spending less time and effort researching, developing and testing customer value propositions (CVPs) for those same campaigns.
Fournaise concluded that: “These CVP-neglecting marketers performed 3 times lower on average (in terms of business results and ROI) than CVP-focused marketers – who also happened to use the same mobile, social and digital media in their message delivery channels mix.”
Global CEO Jerome Fontaine said: “The key 2013 marketing performance lesson is simple: campaigns/activities without crafted, researched and optimised CVP architectures will under-perform, regardless of the media channels they are deployed in.”
Fournaise’s study is based on interviews with 1,200 CEOs and marketing decision-makers, as well as tracked performance results.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
Resources Group
Associate Director – Finance / Auto
Up to £55,000 + Benefits
Resources Group
Research Manager – Consumer – Neuro / Behavioural Science
£35,000–£40,000 + Benefits
Resources Group
Qualitative Research Manager– London / Hybrid working
Up to £37,000 + Benefits
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research is the leading provider of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include . . .
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments