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Invisible Marketing

Saturday, February 07, 2009

Long-term impact requires short-term impact

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Fortune 100 marketers admitted to Marketing Sherpa that long-term "brand equity" campaigns are largely bunk. If a campaign does not produce a short-term lift, there will not be a long-term lift, either.

This doesn't mean that brand power doesn't exist. In a world that's looking for more marketing accountability, though, visibility is not an end in itself. If you don't have a strategy for monetizing that visibility... then your marketing spend is about something other than business, which is about ROI.
Posted by InvisibleMarketing at 5:01 PM
Labels: accountability, brand equity, brand marketing, ROI, visibility

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