Ejemplos de eficacia publicitaria según objetivos de mercado

Ejemplos de premios IPA diferentes en sus objetivos de ventas, con entrevistas a sus estrategas:

Premio IPA con objetivo de aumento de ventas en unidades de producto:
http://www.ipa.co.uk/page/dacia-2014-ipa-effectiveness-awards-shortlist-interview#.VopqcnuUK8A

Objetivo de aumento de ventas en ROI:http://www.ipa.co.uk/page/easyjet-2014-ipa-effectiveness-awards-shortlist-interview#.VopqC3uUK8B

Aumento elevado en cuota de mercado
http://www.ipa.co.uk/page/aldi-swap-and-save-interview#.VoprMXuUK8B

Defensa de la cuota de mercado
http://www.ipa.co.uk/page/fosters-2014-ipa-effectiveness-awards-shortlist-interview#.VoprkXuUK8B

Desarrollo de nuevo mercado
http://www.ipa.co.uk/page/k%C3%A4rcher-2014-ipa-effectiveness-awards-shortlist-interview#.VopsFHuUK8A

Revitalizar mercado
http://www.ipa.co.uk/page/expedia-2014-ipa-effectiveness-awards-shortlist-interview#.VopscHuUK8B

Reducción de la sensibilidad al precio
http://www.ipa.co.uk/page/fairy-2014-ipa-effectiveness-awards-shortlist-interview#.VopsxHuUK8B

Penetración/Adquisición de nuevos clientes
http://www.ipa.co.uk/page/lux-2014-ipa-effectiveness-awards-shortlist-interview#.VoptVnuUK8A

Retención de clientes:
A new blueprint for content - How O2 Gurus reinvented customer service for the digital age - IPA Effectiveness Awards Case Study 2014

VCCP

2014

Content is a notoriously loose marketing term, and measurement of effectiveness has traditionally been weaker than for other channels. However, O2 Guru TV content aimed to deliver, not just in views, but commercial value. By integrating content into core customer journeys, producing and distributing smartly, and setting clear business objectives rather than vanity metrics, O2 was able to use online video content to drive down the cost to serve customers. The initiative increased customer lifetime value, reduced churn, and drove partner revenue, achieving an incremental value of at least £188.76m.

Apoyo al canal
http://www.ipa.co.uk/page/k%C3%A4rcher-2014-ipa-effectiveness-awards-shortlist-interview#.Vopub3uUK8A

Tráfico web atracción
http://www.ipa.co.uk/page/mattessons-fridge-raiders-2014-ipa-effectiveness-awards-shortlist-interview#.VopusnuUK8B

Cambio de actitudes
http://www.ipa.co.uk/page/only-jeans-2014-ipa-effectiveness-awards-shortlist-interview#.Vopu9XuUK8B