However, in one of the most

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It is not difficult to divide marketing activities into those that work primarily with a focus on brand effects and those that work through activation. Pay attention to the term “primarily”. In recent years, we have seen short-term marketing techniques become a priority for companies in many industries, including the bb sector and financial services. Companies have invested much of their resources in short-term, quick-return campaigns, driven mainly by online paid media programs and related content in the hope of increasing sales for the coming quarters.

Les binet sales activation model vs. Brand building modelstill according to armenia whatsapp data binet and field, “short-termism” is, in many ways, the reason for the decline in marketing effectiveness in recent years.What happened? As I mentioned earlier, marketers are increasingly focusing on the short term. They spend money on quick marketing programs rather than slower, long-term campaigns focused on brand building.

They prefer bottom-of-the-funnel tactics over a three-month period because this will yield a better return in most cases. important parts of their research, field and binet demonstrate that in the long run, this short-term focus soon deteriorates the overall marketing impact. Too much time spent picking the low hanging fruit means less time watering the tree.