Marketers are increasingly using short-term metrics to measure marketing success but is it simply because it’s easier to do so or are they under pressure from senior leaders to deliver immediate results?
Shrinking marketing budgets and the use of short-term metrics to measure success have resulted in a sharp drop in creativity, according to the latest IPA report ‘Selling Creativity Short: Creativity and effectiveness under threat’.
The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role.
The luxury sector needs to fully embrace the possibilities of ecommerce if it wants to maintain engagement with consumers in the new socially distanced world.
We take a look at how businesses can build their brands on the worldwide phenomenon that is TikTok.
We arm marketers with all the numbers they need to tackle the week ahead.
On a budget of just £230,000, KFC used social media, as well as print and outdoor, to get people trying its new fries and shift perceptions of the fast food brand.