Marketing effectiveness: beyond the short term

While the results of marketing investments are most readily measured in the short term, marketing’s beneficial effects often extend well beyond the initial weeks or months following a particular campaign or activity.

Marketing Effectiveness: Beyond the Short Term

Gordon Wyner

As I discussed in my previous POV, Marketing Effectiveness: It's More Than Just ROI,there is more to marketing effectiveness than what can be readily expressed in terms of return on investment. There is also more to marketing effectiveness than what can be observed and measured in the short term. But while marketers recognize the value that can be realized over the long term, they are often uncertain as to how to achieve it. Compared to short-term outcomes, long-term effects are harder to plan for, in part because they are harder...

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