Marketing is at the heart of driving business growth. Marketing activities can affect your business both short-term and long term. Short-term activities are familiar: advertising, specific campaigns from paid social media activities, email marketing or event marketing, usually provide short-lasting immediate results.
Other marketing activities that affect your brand awareness and brand image will produce long-term results. These usually are more organic channels, such as regular, continuous social media presence, the SEO of your website and blog posts. Such marketing activities are harder to relate to a hard, quantifiable monetary return on investment.
These longer term, sustained efforts are just as important, if not more important, than the short-term investments, as they ultimately determine how your organization is perceived by the market.
In this article, we discuss why it is crucial to invest in both short-term and long-term marketing activities, as well as what are the benefits of each type of marketing activities.