Best Practice Report

Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

Build Marketing Strategies That Balance Both And Measure Cross Effects

August 12th, 2019
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mike Proulx , Brigitte Majewski , Dipanjan Chatterjee , Jim Nail , Caitlin Wall , Christine Turley

Summary

B2C marketers know that long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The hyperfocus on short-term objectives creates an oversaturation of promotional marketing programs while simultaneously killing brand equity. B2C marketers should read this report to understand how to craft a properly balanced marketing plan and stick with it.

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