February 28 2023

MW142 | Countdown to Marketing Effectiveness: The Long and Short of It. Invest in Long Term Gains or Unleash Short-Term Sales?

The impact of corporate short-termism has been the subject of ongoing debate amongst leaders in business for over 40 years.   Many argue that companies who use excessively short time horizons that place too much emphasis on annual, quarterly, monthly and weekly sales targets at the cost of long-term sustainable growth.   A campaign that drives volume in the short term is often deemed a success, but the most profitable campaigns are those that shift a prospects perceptions and salience – and it can take years to measure the impact of those effects.   In this digital masterclass, our brand and demand experts join forces to discuss when to balance small, short-term, rational, and tightly targeted campaigns with bigger, longer-term, emotional, and broad-reach brand building campaigns. 

 

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