Short-termism and influencer first: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growing reliance on short term tactics to the shift in ad spend to content creators, it’s been a busy week. Here is my take.
The Short and Short of it
There’s never been more discussion, and evidence, available to demonstrate the value of investing in the long term health of your brand. From How Brands Grow through to The Long and the Short of It, and now the various brand tracking vendors, they all point to the same thing – investing for tomorrow will pay off today.
Of course, no one is saying that is to the exclusion of what is described as “performance”, but balance is key. As many have pointed out, it’s both long and short.
And yet despite all evidence to the contrary, economic reality often trumps best practice. In marketing, at least. Our latest Language of Effectiveness survey, which canvassed more than 1,000 brand-side marketers, underlines this.
