Kantar Report Warns: Short-Term Marketing Obsession Kills Long-Term Brand Growth
A new report from Kantar and StackAdapt serves as a wake-up call to marketers in the Asia-Pacific, warning that the focus on short-term performance marketing is eroding brand strength and future profits.
Backed by 6.5 billion consumer data points and featuring insights from respected agencies like Dentsu, Publicis, Havas, and Sunny Advertising, the white paper "Brand Building in Focus" delivers a sobering analysis of current marketing behaviors.
Brands that over-index on short-term metrics like clicks and conversions may enjoy a quick sugar hit but often see base sales decline over time, weakened consumer affinity, and shrinking market penetration.
The report highlights the risks of prioritizing short-term gains over long-term brand value, emphasizing the need for a balanced approach to marketing.