Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.

  1. The era of social media self-regulation is over

With regulation on the horizon and government scrutiny reaching fever-pitch, the social media giants are already struggling to back up their claims to being guardians of free speech that have no responsibility for the content posted on their platforms. In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months. The calls for change are mounting and in 2019 failing react to the concerns of society at large will no longer be an option.

By Sarah Vizard, News editor Marketing Week

 

The majority of marketers are prioritising short-term tactics over long-term strategy, while finance bosses believe marketing is still based on short-term impact.

According to a survey of the marketing industry by the IPA and ISBA, 75% of marketers and 73% of agencies agree that short-term tactical needs often take priority over longer-term objectives. Some 58% of marketers and 43% of agencies agree marketing direction regularly changes to meet the demands of the marketplace, with just 22% and 26% respectively disagreeing.

By Helen Edwards, columnist at Marketing Week 

 

The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.

 

Two things make marketing difficult: theory and practice. Of the disciplines around the boardroom table it can be the stickiest in study and the thorniest in application.

What makes marketing theory so tormenting to grapple with is its diffuse and protean contextual backdrop: the swirling chaos of markets combined with mercurial human behaviour. Where are the enduring truths?