the downside of "short-termism" with marketing expert Peter Field
This presentation outlines key findings from Peter Field’s 2017 IPA-related research, Effectiveness in an Evolving Media Landscape, produced with effectiveness expert Les Binet.
We are raiding our brands, withdrawing our ability to create awareness. It is an immensely damaging and corrosive trend in marketing.
– Peter Field
“Activation campaigns” and a focus on short-term tactics are on the rise
But at the same time, effectiveness has fallen
Short-termism is undermining advertising effectiveness
While activation campaign scan generate a short-term sales lift, it comes at the expense of brand-building.
TV has become more effective
Field also states that mass marketing – broad reach, awareness campaigns – are key to a brand’s growth.
Furthermore he & Binet found that TV has become more effective in the last 10 years, thanks in large part of synergies with digital.
Marketing Consultant + Effectiveness Expert
Peter started his career in advertising as a strategic planner; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.
Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.