In One Sentence…
What is a common misconception about marketing effectiveness?
ROO (Return on Objective) and ROE (Return on Experience) are just as important as ROI when measuring effectiveness.
What’s the biggest factor hindering marketing effectiveness?
One of the biggest factors hindering marketing effectiveness is when campaigns try to address too many things at once, rather than focusing on one single USP.
What’s one habit today’s marketers should adopt to enhance effectiveness?
Experiment, test, adjust: A/B testing should go beyond social platforms and include a variation of headlines, creatives, and CTAs for each of your target audiences.
What’s a key lesson about marketing effectiveness that you’ve learned from experience?
True effectiveness stems from integration and breaking silos between marketing sub-functions and across your agencies.
Simon Ornelis served on the jury for the 2024 MENA Effie Awards competition.
