Marketing MasterClass - Psychology in Communication
Business:Marketing
In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI.
Share your thoughts as always on michal.szaniecki@pentonica.net.
See you in the next episode!
33. Power of serendipity in building brand concepts
32. Obliquity as a shortcut to build important brand equities
31. Simple 5 benefits of Celebrity Endorsement
30. What do we need loyal consumers for
29. Marketer as Scientist
28. Is it more important to be different or distinctive?
26. Scarcity Effect decoded
25. Bigger Logo, ChatGPT!
24. How we should invest in Brand Building vs Performance Marketing
23. In-housing media buying
22. How to win Effie Award
21. Vessels & Harbors - our time with brands
20. Fly against all odds - repositioning our potentials
19. Cornered to Wow - how procurement-led world makes marketers more daring
18. Darn Long Wait - winning consumer's heart when you are late delivering your products
17. Brand's Job - fixers and boosters
16. Mt. Stupid - best trip to be late with innovations
15. Best Practice - nemesis of progress?
14. Creativity - with or without constraints?
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