Rethinking Marketing Effectiveness: Moving Beyond ROI

The traditional focus on return on investment (ROI) often leads marketers to prioritise short-term gains at the expense of long-term brand building. As Peter Field, co-author of "The Long and the Short of It," cautions, an excessive focus on ROI can be "insanely dangerous" as it teaches marketers to go after low-hanging fruit rather than pursuing sustainable growth.

So, what should marketers measure if not just ROI? The answer lies in balancing short-term and long-term objectives through a "return on objectives" approach.