Short term vs the short term and the long term , the second of the tensions that has been detected in the Mass2One study, which shows that Spanish professionals are divided between short-termism and the search for balance.
In addition, there is a strong trend (39.6%) towards only short-term strategies, despite the fact that an almost general malaise is detected in the short-term . Regarding the reasons, Gomis points out that the main reason for this short-term trend is the pressure of sales results, due to the type of product, because there are no adequate metrics to measure long-term effectiveness and, finally, due to the culture of the company.
The debate, in which Miguel Justribó , Chief Purpose Officer of Food Delivery Brands and Tomás Navarro, Chief Strategy Officer Publicis Communications participated, began with Olazábal’s question about find person by mobile number in uae whether the industry is committed to short-termism. “We are a sector that lives in short-term risk. It is obvious that the ability to measure the short term makes us keep the photo continuously.
There is a risk of being doomed, of course, but we are forced to strike a balance. You are not going to achieve a sustained and sustainable increase in sales if you do not have a very sustained brand construction over time, ”he assures.
For his part, Navarro points out that one of the great challenges that brands are facing today is finding a sufficiently broad purpose that allows working in both fields: you have to know that the short term, if it is with a purpose In the long run, it may end up building your brand.
Is the current uncertainty pushing brands to make short-term decisions? Olazábal has continued to be interested. “We live in a moment in which the urgent and the important coincide, and that is an opportunity. If you are very clear about where you are going, each step you take Belgium Phone Number Database helps build your brand. You have to have agility, a very clear focus and the ability to activate the different levers at all times ”, Justribó answered, stressing that we must go from talking about brand purpose to talking about company purpose. “There is an opportunity to look at the same term knowing where you have to act at all times,” he adds.