Balancing Short-Term ROI with Long-Term Brand Equity
Every Monday morning, marketing leaders across the globe stare at the dashboard. It’s full of green arrows, click-through rates, and cost-per-acquisition figures. It’s a dopamine hit. We love short-term ROI because it’s fast, it’s measurable, and it keeps the board of directors off our backs. But here is the uncomfortable truth we don’t talk about enough in […]