Companies focus on short-term returns. They must. They answer to shareholders on a daily basis. Investors are looking for returns to be instantaneous. But this may stop brands from investing and growing for maximum generational potential. In a quest for short-term gains, brands may even be encouraged to make decisions affecting long term brand equity. […]
Tag: digital
Can Digital Advertising Replace Traditional Advertising?
99% of the time. That’s my answer. Here’s why… If we think about traditional advertising the channels include broadcast with television and radio, newsprint and magazines, billboards and out-of-home advertising, and finally direct mail. These are great mediums to reach a fairly large audience, albeit shrinking, which is extremely diverse in demographics, psychographics, and lifestyle. […]
Are Agencies Fooling Their Clients?
When I first started in this business, individual agencies were experts in only a few areas – direct marketing, billboard, broadcast, retail, etc. Only the largest of agencies claimed to perform brilliantly in all areas. It’s for this reason clients had different agencies for specific specialties. However, forcing agencies to work together wasn’t acceptable, of […]