Welcome to Marketing Is Broken, the weekly marketing talk show that I like to pretend our alien neighbors will watch, some day far in the future.
If you’ve been feeling more pressure to get results from your marketing efforts in less time, you’re not alone. “Short-termism” is the new and disappointingly literal name for this disease, which overwhelmingly affects CMOs and senior marketers. Fingers crossed that it spreads to the White House in 2020.
“Short-termism” was recently identified by Dentsu Aegis Network, an agency whose name I had to get a Ph.D to pronounce, in its annual CMO survey. The results aren’t exactly encouraging:
YIKES. Just reading those facts made me more anxious than a Chihuahua giving a keynote speech. So how can a goal-oriented marketer get her nose off the grindstone — before it turns int o a headstone?
I pulled in digital marketing strategist and founder of NordicClick Interactive, Adam Proehl, to tell us how he balances short-term, revenue-driving marketing goals with strategic goals that span years. My short-term goal is to get him to answer my questions; my long-term goal is to steal his hair for myself.
Watch the episode to hear Adam answer these questions:
That’s it for us today here at Marketing Is Broken! I hope spending a short term watching this episode helps you out in the long run. Ew, long runs. No thanks.