The Wrong and the Short of it

Short-term or long-term marketing? Tom Roach argues it's a false choice, and that short-termism and long-termism are two forms of the same mistake, which he calls "wrong-termism". Tom had just moved from network creative agencies to Jellyfish, a company with its roots in performance marketing, and in this talk he makes the case for closing the divide between brand and performance marketing.

You'll learn why long-term advertising effects always have their roots in the short term, how the sales spike and the long tail relate on Les Binet's charts, and what the "ramp and bump" chart shows. Tom drew it with econometrician Grace Kite for digital brands whose growth from performance channels has hit a ceiling. He closes by recommending share of search as a metric both sides can agree on.