CAN MARKETING DRIVE REVENUE GROWTH AGAIN?

Summary from the TLDR Marketing newsletter

Despite doubling their media spend, 20 of the top 50 advertisers saw slower revenue growth than the 2.1% GDP rate over the past 15 years. The trend highlights the need for CMOs to shift from a focus on brand awareness to strategies that directly drive revenue. CMOs can leverage Media Mix Modeling to determine the best allocation of media dollars, critically assess targeting strategies, and cut back on underperforming channels.