At the marketing mix level, marketers can improve their execution by making small changes in any or all of the 4-Ps (Product, Price, Place and Promotion) (Marketing) without
making changes to the strategic position or the creative execution marketers can improve their effectiveness and deliver increased revenue.
• Marketing Creative: Even without a change in strategy, better creatives can improve results.
 • Marketing Execution: By improving how marketers go to market, they can achieve significantly greater results without changing their strategy or their creative
 Additional examples would be improving direct mail through a better call-to-action or editing web site content to improve its organic search results, marketers
can improve their marketing effectiveness for each type of program.
A growing area of interest within (Marketing Strategy) and Execution are the more recent interaction dynamics of traditional marketing (e.g.
(See references below, Brand Ecosystems) Not only direct product experience, but also any stimulus provided by traditional marketing, can become a catalyst for a consumer
brand “groundswell” online as outlined in the book Groundswell.
• Marketing Infrastructure (also known as Marketing Management): Improving the business of marketing can lead to significant gains for the company.
The overall accountability for brand leadership and business results is often reflected in an organization under a title within a (Brand management) department.
Marketing effectiveness is the measure of how effective a given marketer’s go to market strategy is toward meeting the goal of maximizing their spending to achieve positive
results in both the short- and long-term.
 Factors driving marketing effectiveness • Corporate: Each company operates within different bounds.
Understanding the impact these factors have on consumers can help in designing programs that take advantage or mitigate the risk of these factors and the impact they may have
on a marketing campaigns.
 Brand information can be received through many sources, such as, advertising, word-of-mouth and in the (distribution) channel often characterized with the
purchase funnel, a McKinsey & Company concept.
[‘o Shaw, R. Improving Marketing Effectiveness — the methods and tools that work best, Economist Books, 1998 ISBN 1-86197-054-4
o ^ Jack Neff New Book Reports 37% of All Advertising Is Wasted, Ad Age, Aug 2006
o ^ Ad Age, Book of Tens, Dec 18, 2006
o ^ Course Syllabus
o ^ Kotler, Philip; Keller, Kevin Lane (2012). Marketing Management. Prentice Hall. ISBN 978-0-13-210292-6.
Photo credit: https://www.flickr.com/photos/ell-r-brown/13857267684/’]