Marketing frameworks for a digital-first world

Effectiveness expert James Hankins joins the pod to analyse influential ideas in marketing effectiveness, including the Hankins hexagon, share of search, digital availability, and the gravity of e-commerce. Hosted by WARC's David Tiltman.

Guests:
James Hankins, Independent Marketing Consultant
David Tiltman, Chief Content Officer, WARC

Chapters:
00:00 – Intro: Effectiveness frameworks on The WARC Podcast
02:10 – What is share of search?
04:56 – Origins of Share of Search: Paul Dyson, Byron Sharp and Early Experiments
08:46 – Is Share of Search Predictive? Limits, Validation and Category Differences
12:35 – Using Share of Search Data to Map Market Performance and Brand Growth
14:56 – Retail Media, LLMs and the Future of Search Behaviour
20:00 – The Hankins Hexagon: Visualising Non-Linear Customer Journeys
23:03 – Funnels vs. “Pinball” Journeys: Why Classic Models Fall Short
25:38 – Applying the Hankins Hexagon: Markov Chains, Pathways and Media Strategy
30:04 – What Is Digital Availability? Beyond Mental and Physical Availability
32:18 – E-commerce, Retail Media and Managing the Digital Shelf
34:15 – The Gravity of E-Commerce: Hidden Costs of DTC and Free Delivery
37:36 – Nike, Returns and Delivery Fees: How E-Commerce Economics Are Resetting
44:09 – Brand, Pricing Power and the Four Ps in the Age of E-Commerce and AI

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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