New research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Sales Renewal’s insight:
Insights about strategic marketing that apply to big brands also apply to smaller companies.
Measuring short-term KPIs is just one element of strategic marketing. And, according to new research, this short-term brand building is not all bad. But, the key to effective strategic marketing in both the long- and short-term is to see it as a continuum of continuous improvement. Plan, Do, Check, Act. Manufacturers know this cycle, and it’s time for marketers to understand it, as well.
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