The notion that our attention spans are becoming shorter has been around for quite a while. With so much information – as well as so many channels – competing for our clicks, we find it more difficult to focus on one thing for too long.
When we add the post-pandemic economic pressure and the ever-changing demands of digital presence to that mix, we frequently find ourselves in the trap of short-term thinking.
Short-termism comes from focusing too much on the metrics and quick gains. We want to be winning and hitting our ROI goals quarter after quarter.
Why Short-Termism In Marketing Is Bad For Business
This nudges us into a strategy that achieves an immediate impact but has a lower long-term ROI. The problem is that, even though a short-term strategy might seem to signal growth, it actually damages brand equity and undermines your chances of building something sustainable over time.
Hoping that short-term success will persist in the long run is a bad idea. Long-term efforts bring some short-term effects, but it doesn’t work backward. The marketing industry is concentrating too much on short-term marketing effectiveness and this is having a negative impact on awareness, share of voice as well as ultimately profits.