Marketing is by and large considered an expense without a guaranteed return. Even when marketing makes strides for brands, it can be hard to correlate success directly back to specific marketing efforts. Today, digital media tools let us reach a bigger, yet even more targeted audience, instantly. In turn, we’re able to monitor results and gain insight in real time.
That makes it easy for companies to get caught up in real-time, up-to-the-minute monitoring and fine-tuning. As a result, some acquire a form of marketing myopia, or a shortsightedness and impatience when it comes to developing their brand. They concern themselves with what can be seen and measured right now, which breeds a sense of urgency, making them quick to cut the cord on anything that’s not making a rapid impact on sales.
While there is value in keeping tabs on short-term initiatives, the grit of building a brand is a long-term venture. Success doesn’t happen overnight because a brand doesn’t happen overnight.