I just studied 300B ad impressions, 9B clicks, 400M app installs, and $1.1 billion in marketing spend by hundreds of marketers over an entire year.
The key thing I found?
Marketers need to be flexible and adaptable to rapidly changing conditions including cost and consumer interest, because they shift weekly and even daily in the holiday season. A cast-in-stone marketing plan made last quarter just won’t cut it.
And sticking to a plan instead of adapting to conditions is going to cost you money and market share.
My full report is available here (full disclosure: I analyze data patterns for Singular). But the biggest thing I learned is that click-through rate (CTR), a good indicator of consumer interest, is only very loosely related to marketing intensity: the degree to which marketers are pushing rope up a hill.