Thomas Barta: Watch out for the swing to short-termism

8 juni 2018
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There’s no long term without the short term. And when short-term survival is on the agenda, no marketer will win admiration with long-term campaigns. M&S looks like a classic example of marketers who have dropped out of the ‘value creation zone’ (V-zone), where their work matters for both customers and the company. Bousquet-Chavanne’s and Weston’s work mattered for customers, but, it seems, no longer mattered for the CEO.

Every customer experience impacts on sales and profit, both in the short term (people buy something) and in the long term (people buy again). But in today’s fast-paced business environment, long-term brand equity building is an increasingly hard sell, especially if a firm is in a crisis.

Lees deze column bij Marketingweek

 

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