How long do you think you need to measure the effectiveness of a marketing campaign?
An increasingly large number of campaigns are now measured over less than 6 months and this can be damaging to a brand.
Quality brand recognition and reputation are not traits than appear over night. It takes hard work over a long period of time to cement a reputation in the eyes of a consumer.
Inbound methodology requires 2 things that work better over longer periods of time;
- Consistency - Content creation takes time to build a momentum. You can't expect to see immediate results.
- Data - Any good marketer is using a data driven approach to make incremental changes to their strategy and implementation to see the greatest increase in effectiveness over a longer period of time.
Though this takes time, it is a journey worth making.
If you aren't getting the results you were hoping for from HubSpot check out this blog for 7 Easy Tips for Inbound Success.
The report’s author Peter Field believes marketing campaigns that are part of a long-term strategy are now a “rarity” and that short-termism has put the buzz of many major brands in “sharp decline.” He says 30% of the IPA’s Effectiveness Award-winning brand campaigns are currently having their success measured over just a six month period. This is up from a rate of 7% of brands 10 years ago.