New Book Helps CMOs to Flip the Script and Showcase Marketing as an Investment

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Author Jay Friedman conveys strategies and tips for senior marketers for how to “Prove Your Advertising Works.”

Advertising industry veteran and author Jay Friedman has released a book for CMOs and other senior marketers to help them meet the challenge of equating business results to marketing efforts. “Prove Your Advertising Works” is a blueprint for marketers who want to get the most out of their digital advertising and change the narrative on marketing within their organization.

According to eMarketer, digital advertising spend is projected to grow to over $500 billion by 2024. After witnessing many business leaders undervalue digital marketing, Friedman was inspired to write the book to help marketers capitalize on the growth and promise of digital advertising and overcome obstacles such as change-resistant C-suite or gaps in communication between CMOs and the rest of the executive team, which can derail even the most pro-digital marketer’s efforts.

“The CMO’s role has shifted from purely a marketing-focused remit to one that is more broad and business-oriented,” said Friedman. “I want to empower senior marketers with strategies for holding their marketing efforts accountable and clearly mapping these efforts to business goals.”

“Prove Your Advertising Works” covers the advantages of digital over its offline counterparts when it comes to measuring results, a step that is essential to the transition. Compared to its offline counterpart, it’s easier for brands to accurately measure metrics such as awareness lift, consideration lift and actual purchase lift, and brands can also pull insights from the data of a specific campaign. All of this allows marketers to report on their findings with confidence and facilitates easier measuring of their new investment against an ROI.

The book also explores other timely topics such as one-to-one marketing and first-party data, in-housing and adopting a test-and-learn culture.

“It’s not that the C-suite doesn’t value advertising, it’s that they don’t know how much they should value it,” Friedman added. “Industry jargon like ‘social likes,’ ‘shares’ and ‘viewability’ are important to marketers but don’t mean much in a board meeting as they fail to directly connect ad spend to business outcomes.”

Designed to help all leaders across the C-suite better understand digital marketing’s role in the company’s financial success, this book offers a guide to discussing this confidently among leadership teams and prove that digital advertising is driving real business value.

“Prove Your Advertising Works” is available for download directly here.

About Jay Friedman:
Jay Friedman is president of Goodway Group. A graduate of the University of Wisconsin, he is a nationally recognized and accomplished digital media expert, speaker and author who is regularly tapped to share his insights with industry and national publishers alike, such as eMarketer, Digiday, Adweek, AdExchanger, Fast Company, NPR, Inc. and Huffington Post. Jay is also co-author of 30 Days to Digital Media Experience, an annually-updated book which gives an in-depth guide of digital media planning, buying and campaign management.

In 2006, Jay partnered with CEO Dave Wolk to transform Goodway Group into a fast-growing digital media company and later into the leading independent digital provider it is today. In more recent years, he saw a gap in the market for advertisers specifically seeking hyper-focused, financially minded global marketing expertise. He established a new division of Goodway Group, Control v Exposed (CvE), in 2018 to build on this foundation of marketing expertise and authentic results for a nimbler, more forward-thinking agency that shifts how marketers view their relationships with advertising partners.

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Richard Krueger
Kite Hill PR
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