As much as 60% of all tracked advertising expenditure world-wide during 2008 failed to deliver the results expected by its marketers and can therefore be considered wasted.
The key criterion by which campaigns were measured was their ability to boost the advertiser’s bottom line via increases in:
* Retail traffic;
* Sales;
* Leads/prospects captured; and/or an increase in positive target audience conditioning.
While the average Marketing Wastage Rate (MWR) in the business-to-consumer industry is 65%, it falls to 47% in the business-to-business industry.
The majority of B2C marketers tend to rely heavily on the old and traditional model of brand building: by mainly going after awareness and recall through expensive and impact-driven media buys. They hope to deliver more sales and/or in-store traffic down the line – a fundamental mistake nowadays given the high level of advertising clutter, which leads to high levels of wastage.
SO SHOW THIS TO YOUR AD AGENCY NEXT TIME THEY WANT YOU ON THE BOX!
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