Episode 66

The Battle for Effectiveness with Mark Ritson

Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up?

This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work.

Topics Covered

• [04:30] What is marketing effectiveness?

• [07:30] Why Mark created the Mini MBA

• [15:00] How AI will change the future of advertising

• [17:15] Why marketers undervalue TV advertising

• [21:00] The differences between effectiveness and marketing science

• [29:30] Marketing fundamentals don’t change

Resources:

2023 MarketingWeek Article

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