Deconstructing ROI – A new framework for driving marketing effectiveness in the age of media fragmentation

Digitisation and the fragmentation of the media ecosystem have fundamentally changed media consumption habits. This trend has been driven by younger consumers, but it impacts all age-groups. COVID appears to have accelerated these changes among older audiences.

The rise and rise of Influencer Marketing

Although it’s now more than a decade since influencer marketing started to command serious attention and budgets, it is nevertheless still emerging as a discipline, with many brands learning as they go. That said, our survey suggests that influencer marketing is a discipline whose moment may at last have truly come.

So if it is to increase in importance – of 1.5% of global marketing spend and ~5% of spend of those brands in our study – it will need to learn how to justify itself in terms of impact on business performance. ROI of influencer marketing remains the Holy Grail.