Lloyds’ CMO: Modern effectiveness is about optimising in-flight, not just waiting for ROI
A dynamic approach to effectiveness and optimising in real-time is not something that comes naturally to “traditional” marketers in the UK, says the Lloyds’ CMO.
CMOs should be optimising work for effectiveness as it is happening, as opposed to just “signing a big cheque” and working out how it performed afterwards, says Lloyds Group top marketer Suresh Balaji.
He stressed the importance of “dynamism” in how brands approach effectiveness, with the banking brand recently hiring a head of effectiveness.
