Episode 29

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?

This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.

Topics Covered

• [02:30] How common debates in marketing inspired Kantar’s report

• [03:45] ROI is only part of accurate marketing measurement

• [08:00] The role of brand in driving future buyers

• [13:30] How to measure and evaluate brand equity

• [18:00] Difference vs differentiation in building brand

• [23:00] The future of marketing effectiveness

Resources:

Connect with Mary

2023 Kantar Report

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