Research World stimulates challenging debate on the critical role of research in commerce and society. It brings you the latest developments, research tools, technology and applications to support effective decision making and provokes discussion & debate on controversial issues.
Welcome to the June edition
This issue focuses on brand building versus budgets cuts, the importance of having the right ROI system in place and how to get more for less.
This month's issue features:
research challenge
A seven-step recession action plan to steal market share
The conventional wisdom is that businesses hurt themselves in the long run by cutting back on marketing during recessions. ROI expert, Rex Briggs, argues that this pattern holds true in this downturn, but simply spending isn’t the answer; marketers have to spend smarter and adapt faster to grow share.
cover story
How can marketers improve marketing effectiveness?
A study of over 100 organisations concludes that the best organisations have a positive creative tension between financial rigor and marketing creativity. According to Robert Shaw, Honorary Professor of Marketing Metrics at Cass Business School, this means harnessing the marketing imagination to generate value-adding ideas and predicting how much financial value these ideas will contribute.
The Pareto Principle, a rule of thumb for many marketers is that 20% of customers account for 80% of sales. However a ground-breaking study which tracked the shopping behaviour of some 54 million Americans over a year shows that of 1,364 consumer brands surveyed, only 25 relied on more than 10% of shoppers to drive 80% of sales. Read more about how to engage the right consumers.
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