"Digital metrics are very short-term focused, and that has led marketers into a short-term mindset.”
“This isn't an attack on digital, but on the short-term thinking it has created. With digital and big data came tighter targeting and a razor-sharp focus on short-term ROI. Yet, ROI increases are an addictive drug, one that's hollowing out the brand and leaving an empty carcass.”
Article: Is Efficiency Killing Brands?
