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.
Facebook has named Alex Schultz, previously the social platform’s vice president of growth, analytics and internationalization, as its new chief marketing officer. Schultz will oversee product growth, analytics and internalisation at a time when the brand is finding itself increasingly criticised for a perceived lack of action over issues around misinformation, particularly relating to Covid-19 […]
In our final article highlighting the work and views of this year’s CX50 list, executives explain how brands can take learnings from the pandemic to build on their customer experience.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The top 10 remains almost unchanged from last year, while the highest risers and newcomers reflect a year of trauma and transformation.