Short & long term success
Short-term results such as sales and leads matter, but so does long-term brand building. Few mediums have the versatility to deliver on both like TV does.
Today’s brands need to balance short- and long-term marketing activities.
Of course we couldn’t talk about short and long term marketing results without mentioning the godfathers of marketing effectiveness, Peter Field and Les Binet. Field and Binet’s research has established that today’s brands cannot afford to simply focus on the short term.
Yes, short-term sales figures matter but they need to be balanced with long-term brand building activities. And if you’re looking to get the balance right, look no further than TV.
Research shows TV has the ability to play at both ends of the marketing funnel. Just ask tradesperson platform hipages.
Hipages was experiencing a brand awareness problem and naturally turned to TV to help solve it but the business also found advertising on TV delivered almost instant results with a sharp increase in app downloads and job listings.
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