Episode 84

The Truth About Marketing Effectiveness with Peter Field

Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.

This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a good thing.

Topics Covered

• [01:00] Peter's journey from agency life to independent researcher

• [04:00] The importance of balancing short-term and long-term marketing strategies

• [09:30] Why TV remains one of the most effective advertising channels

• [15:45] Common misconceptions about the 60/40 rule for brand building vs. activation

• [22:30] The dangers of over-relying on performance marketing and digital metrics

• [29:00] How to think about marketing effectiveness research and data

• [35:30] Why broad targeting is often more effective than narrow targeting

• [40:45] The role of brand building in maintaining pricing power during inflation

Resources:

MarketingWeek Article

The Long and the Short of it

Today's Hosts