From the editor - The need for speed

In his monthly editorial, Colin Grimshaw discusses how the recession has resulted in an increased demand for faster returns on investment.

From the editor – The need for speed

Colin Grimshaw

The economic recession has put the effectiveness of marketing budgets under ever greater scrutiny and increased the demand for faster return on investment.

This short-termism has been brewing for a while – the demands of stock markets with their focus on quarterly financial reporting, the requirement for regular cashflow to keep businesses afloat, the faster pace of the marketing cycle from product development to launch to competitor reaction, and the effects of the internet in speeding up communication – are all contributing to the growing need for immediacy in...

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