Is a focus on ROAS damaging marketing teams?
Marketers explain why an over-reliance on return on ad spend is causing tension in teams and why no one metric should ever rule the roost.
Is an over-reliance on return on ad spend (ROAS) damaging your marketing team? Some marketers think so. They argue too much focus on delivering short-term returns, rather than investing in long-term brand building, is doing more harm than marketers realise.
Indeed, could a reliance on ROAS be dividing marketing teams and leading to budgets being cut on activity that isn’t seen as closely contributing to growth?