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10 key principles of balancing short and long-term marketing strategies
10 key principles of balancing short and long-term marketing strategies

"The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies" was published by Les Binet and Peter Field

It examines the impact of timescales of effect, explores the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising.

The 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.

In this summary presentation from their full report, Binet and Field outline 10 key principles from success from their wide-ranging research into IPA Databank cases operating over both short and long-term timescales.

Have a read here.

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