Everyone in marketing is in the business of influencing decisions; we change behaviours and help businesses achieve their objectives. While technology helps to facilitate this, it’s also a key driver of a less helpful trend that’s affecting our industry.
According to research undertaken by Les Binet and Peter Field (The Long and the Short of It), marketing is becoming less effective. We’re over-relying on short-term tactics that are easy to measure and provide instant gratification for our increasingly impatient hunger for results. But this is not delivering long-term growth and our industry’s primary function is suffering as a result.
So, how do we evolve our marketing and drive better outcomes – for everyone?
By making decisions based on what people do rather than what they say, and understanding the context in which they behave.