Why CMO tenure is falling
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.
It’s not fair to blame marketers for the rise of short-term metrics
Mindi ChahalMarketers 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?
1 Comment
Short-termism is ‘killing’ creativity in marketing, claims new IPA report
Thomas HobbsShrinking 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’.
How to balance short-term impact with long-term results
Mindi ChahalDigital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
Sky Sports ramps up spend for its ‘biggest ever’ Women’s Super League campaign
Molly InnesSky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
William Hill owner: Marketing efficiency strategy is driving ‘short-term’ revenue decline
Niamh Carroll888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
The ‘circles of doom’: Quantifying the misalignment of B2B marketing and sales
Jon LombardoMarketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
‘It should be exciting’: Marketers on embracing the challenges of budgeting season
Molly InnesBudgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.