Ehrenberg-Bass News

As the world’s biggest advertisers like Unilever and Proctor & Gamble continue to operate on lower advertising budgets and spend less on media buys in 2017, Facebook believes that putting its faith in mobile advertising will help it ride the storm going into the next year.

When programmatic advertising arrived on the scene a few years ago, it seemed like a holy grail. Many marketers thought their prayers had been answered by these demand-side platforms (DSPs) and their algorithms. If you can figure out who’s the most likely — and most ready — to purchase your brand, and deliver ads to them (and only them), what else could you need?

Marketing Week asked two of the leading marketing thinkers, professors Mark Ritson and Byron Sharp, who they admire most in the world of business and what is wrong with the way today’s marketers are trained.

Field points out that marketers are now much more focused on serving “last minute marketing messages to people in market” rather than building long-term memory structures that build long-term profit growth and market share, which becomes more critical the larger a brand becomes.

Despite popular opinion, a long-term marketing strategy is pointless without short-term results, but generating sustainable short-term sales will always boost long-term brand health.