“This isn’t an attack on digital, but on the short-term thinking it has created. With digital and big data came tighter targeting and a razor-sharp focus on short-term ROI. Yet, ROI increases are an addictive drug, one that’s hollowing out the brand and leaving an empty carcass.” Tx to Antoinette Hoes for sharing
Goede uitleg van de 60/40 en short term focus. haalt claim ‘tv is dead’ onderuit op basis van data, goede uitleg brandbuilding long term en short term activation
In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.
Effectiveness in a changing media landscape, Les Binet, IPA
Love #data “Short-term measurement hurts long-term potential”,
“Just because digital data is instant, we tend to read it in the short-term and plan it in the short-term. Yet this study suggests that we need a long-term measurement strategy for digital that allows us to understand how it works in both long- and short-term.”
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