News & Opinion

New Enders report highlights negative impact of short-termism on marketing effectiveness

Using both UK data and industry interviews, a new Enders report shows how a short-term bias in the advertising industry is affecting marketing effectiveness and long-term brand building.

Written with the support of Magnetic, the report shows how a short-term bias and over-reliance on digital is having negative consequences for return on investment, long term effectiveness and consumer trust in brands.

To rebalance the scale between short-term and long-term, the report recommends a series of different measures. There needs to be significant structural change to enable a "return to long-term planning" with measurements of efficiency and engagement and a focus on the "quantifying benefits of quality media context" rather than a "focus on quick returns and cheap media".       

Short-termism is not a new issue and the report builds on a growing body of evidence challenging the industry's increasing obsession with it and proving that long-term measures are essential for brands.

Many of these have drawn on the IPA Effectiveness Awards - Les Binet and Peter Field's 2015 paper 'The Long and Short of It' as well as Newsworks' latest findings conducted by Peter Field. Bucking the trend for short-termism in marketing, Field's analysis shows campaigns using the quality context of newsbrands are 43% more likely to deliver very large market share growth, 36% more likely to deliver profit and 85% more likely to drive customer acquisition.

Download the Enders report here.

by Lydia O'Neill 19/05/17

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