‘Short-termism’ describes a tendency towards short marketing campaigns, quick results, new content—anything that doesn’t take long to put together and rewards with immediate ROI. But this tendency can be a trap for business owners looking to gain more clients.
It’s thanks to the advent of digital advertising that short-termism has become dangerously alluring for business owners looking to strike it big with minimal effort. Examples of short term marketing include:
- Social media polls
- Viral content
These kinds of tactics are more likely to attract curious onlookers than potential clients. Everybody gravitates towards the loudest noise, but it’s usually just to find out what’s making such a racket.
This doesn’t mean short-term marketing campaigns don’t serve a purpose, they absolutely do. But they should be backed by longer term campaigns that more develop customer loyalty and brand consistency.
Consider Nike’s use of ‘Just Do It’. Pioneered in the 80s, the simple slogan could have been a throwaway term for one hot TV ad, but instead it has served them for 40 years and counting. The long-termism of the phrase is its malleability. It’s vague enough to generate limitless content, while precise enough to express the unchanging ethos of the company.
When considering long-term campaigns, invest time and energy into finding what not only works in the short term, but will breed more advertising opportunities, helping you to gain more clients and establish a consistent brand.