For years, marketers have been trying to answer an age-old question: how can you most effectively spend your budget in a way that drives maximum audience attention and conversion? The answer, of course, isn’t simple or straightforward. Part of the problem is that nothing in marketing is ever linear. Long-term successes drive sustainable growth, but you can’t wait for a year or more while those long-term efforts have time to come to fruition.
What do you do? For many organizations, the answer is short-term marketing investment. Digital ads sound great, can be launched in a day, and get instant attention. But they’re also not as sustainable as those longer-term initiatives.