Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy.
Then came the internet. Suddenly, digital advertising offered endless ways to track and measure… and boy did we!
We tracked and measured everything we could. And creative development sped up, and budgets shifted from slow and expensive survey-based creative research, to fast, real-time metrics.
And CEOs, Boards and CMOs got hooked on the rush of short-term metrics and their focus on short-term sales.
Here’s the catch… now you’re hooked on it and to achieve predictable, long-term brand growth you’re going to have to kick the habit.
We know you’re under increasing pressure to show results and the easiest thing to do is show clicks and conversions. The problem is that’s killing your brand growth.
Performance marketing metrics, such as click-through rates and conversion rates, drive a focus on short-term gains and lead to a narrowed targeting approach as data reveals which segments are most responsive. This becomes a self-fulling prophecy focusing tighter and tighter on the natural born clickers and short-term buyers (btw, your ad platforms like Facebook love this because it makes them look good – while they’re actually killing your brand).
You’re missing 98% of your market and overlooking broader audience segments. You’re also failing to make meaningful emotional brand connections, build awareness, brand preference and create relationships that will pay dividends in terms of long-term predictable brand growth. Changing this mindset is hard. It’s hard to kick the short-term habit. But if you want to get off the hamster wheel of chasing the next quarter sales number and achieve long-term predictable sales that will let you sleep at night then give us a call.