The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies

September 2013
“Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.” Note this is a paid report (and well worth it), but it’s not terribly hard to find the key learnings summarized elsewhere if you can’t get a hold of the full report.