In One Sentence…
What tends to get in the way of effectiveness?
As marketing becomes more complex, chasing trends without really understanding what works and why can lead to inflated expectations and a failure to deliver commercial value.
What’s one habit today’s marketers should adopt to enhance effectiveness?
A test and learn approach is key to staying relevant and effective.
What is a common misconception about marketing effectiveness?
A common misconception is that what doesn’t work in the short term won’t work in the long term, but true marketing effectiveness comes from patience and consistency in brand building.
What’s a key lesson about marketing effectiveness that you’ve learned from experience?
If we can deliver value at every stage of the customer journey, marketing spend is rarely wasted.
Akhila Venkitachalam served on the jury for the 2024 Effie Awards UK competition.
