Swedish advertisers publish new guidance for marketing effectiveness

The Association of Swedish Advertisers (Sveriges Annonsörer) recently launched ‘Let's talk effectiveness!’, a new marketing effectiveness guide with information, inspiration and guidance for marketers, agencies and management teams who want to get more out of their marketing to create better conditions for long-term, profitable growth.

The guide is part of the association’s cross-industry Effectiveness initiative launched in the spring of 2020 in response to the decreasing effectiveness of marketing, diminishing consumer confidence and advertising fatigue in recent years, which in turn are having a negative effect on companies’ profitability, growth and competitiveness. It brings together advertisers, agencies, researchers and the media to reverse the negative trend and increase the effectiveness of marketing investments.

Commenting on the launch of the guide, Hanna Riberdahl, CEO of Sveriges Annonsörer, said: “Our hope is that this guide will start constructive conversations in every marketing department in Sweden and increase knowledge on how to drive marketing effectiveness.”

The guide covers among others the basics of marketing and effectiveness, what drives people to make purchasing decisions, the difference between efficiency and effectiveness and how to achieve the right balance between short- and long-term marketing investments. Association of Swedish Advertisers members can download the guide for free and non-members can purchase the guide here. WFA members can download the guide in English here.

For more information, contact Sveriges Annonsörer.