Tag: value

World Cup tests marketers’ ability to prove value of sponsorships

Nila Kartika Wati

This audio is auto-generated. Please let us know if you have feedback. The following is a guest piece written by Nicole Greene, vice president analyst in the Gartner Marketing Practice. Opinions are the author’s own. The 2026 FIFA World Cup will be one of the biggest brand marketing opportunities in years. It will also test something more fundamental: whether marketers can still earn attention at scale and prove the value of sponsorships. For years, the industry has leaned into digital channels and personalization to drive relevance. The assumption was that better targeting…

Read More

How to measure and communicate the value of social media

Neng Nana

Effective social media management requires investment: building and maintaining a dedicated social team, overseeing their time and using resources to support their work costs a business money. Budgeting for social relies on support from executive teams, so it’s vital that social marketers are able to communicate the value of their work. But communicating social media value goes beyond justifying spend. By linking social wins to wider business metrics, social value can evolve into a strategy-defining framework that powers future successes. Social offers critical audience insights unlike any other channel, but…

Read More