Why Investors Trust Marketing, But Not Marketers
A new study of financial analysts makes a revelation that will surprise marketers. They get your importance, but only if you achieve this. Learn what they have to say and how it should affect your work.
According to a new study, financial analysts are more aware than ever that marketing can play an instrumental role in driving business growth.
The Institute of Practitioners in Advertising (IPA) and Brand Finance, a London-based brand valuation and strategy consultancy, debuted the research at this week’s IPA’s EffWorks Global conference. The study reflects the views of more than 200 UK and US financial analysts who review companies’ financial results and associate that value with an investment strategy.
Importance of brand investment rises
The conclusion, according to the IPA, is that investors now place increasing interest and importance on investment in brands. Interestingly, 52% say they would view a company cutting its marketing spend as a “positive cost-saving measure,” while 36% view those cost-cutting measures as a short-term fix with long-term negative consequences.
