South Africa, July 14 -- The uncomfortable truth facing marketers today? Marketing effectiveness is waning fast.

According to a recent study from the Institute of Practitioners in Advertising (IPA) and marketing effectiveness expert Peter Field, the proportion of campaigns delivering long-term business growth has dropped by nearly 50% over the last decade. Even as marketing budgets rebound and channels proliferate, the business impact of marketing investment is eroding. This should trigger alarm bells in the c-suite.

Marketing is increasingly scrutinised by finance teams, procurement officers, and impatient boards. Yet, even the most seasoned CMOs often struggle to demonstrate that their efforts consistently drive measurable outcomes. I...