Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, how brands really grow, and the nuances of building a dual measurement system. Hosted by WARC's David Tiltman.
Guests: James Hurman, marketing effectiveness expert and author, 'Future Demand' David Tiltman, Chief Content Officer, WARC
Chapters: [00:00] Introduction to James Hurman’s new book 'Future Demand' [03:21] Solving diminishing returns in performance marketing [07:07] Explaining 'future vs current demand' with the 95–5 rule and Ehrenberg-Bass insights [09:39] Why advertising doesn’t directly cause short-term sales [11:18] How consideration sets drive 84% of brand choice [13:20] Making marketing make sense to the C-suite [16:19] Advertising’s true role is misunderstood [22:38] Two jobs of advertising: brand building for future demand vs performance for current demand [23:20] How to measure brand and performance impact [27:15] Using emotional metrics as leading indicators [31:10] How digital-first brands rebalanced brand and performance [35:41] The 'two audience problem': why brands must be machine-readable and human-lovable
For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.
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