Marketers are paying more for digital impressions than they are worth in resulting revenue, which must change if we are to avoid an online advertising bubble.
Despite popular opinion, a long-term marketing strategy is pointless without short-term results, but generating sustainable short-term sales will always boost long-term brand health.
It is an article of faith among marketers that marketing is an investment, not a cost. This isn’t the case – it’s a cost and that isn’t necessarily a bad thing.
Marketing attribution nearly always excludes inconvenient data or pointlessly analyses events you can’t influence, but with long-term goals and the right audience insights it could work much better.