We’re in a world of immediacy. Whether it’s online shopping, instant messaging, or even takeaway apps, we’re becoming increasingly accustomed to getting what we want, when we want it.
During a recent event hosted by ITV and APG, Kate Waters, Director of Client Strategy and Planning at ITV, said the same is true when it comes to advertising. Rather than looking to create long-term relationships between customers and the brand, she believes many marketers today opt for immediate, yet less effective, results. “What I’m fascinated by,” she says, “is why we have ended up in a world where increasingly clients seem to be constantly looking for quick rational messaging that pays back tomorrow.” The complex, time-consuming concept of building brand love can be forgotten, instead replaced by quicker wins.
Making the comments during the event, called Eat Your Greens! The Power of Emotion, Creativity and Cabbage, Phil Barden, author of Decoded & MD of Decode, believes the turn towards short-termism is a direct result of digitalization. Online campaigns can be measured quickly, whereas it’s more difficult to see the results via indirect channels built in the medium or long term – for example, he says, like memory structures and brand equity.