My Telescope

We are experiencing a data-hype within marketing, however this has come with a focus on what has been easy to measure (short term sales activation) which has led to long term brand building being neglected. Even though long term brand building is proven to give more loyal customers, a more sustainable brand and even larger sales. To combat this the measure of effectiveness has come to light to measure the impact of marketing communications strategies on the brand as a whole. By measuring effectiveness you are able to track how the sum of all activities comes together to make or break a brand.