In a recent meeting with a client, I found myself revisiting a crucial topic: the balance between long-term brand-building and short-term direct response marketing. This conversation brought to mind Les Binet and Peter Field’s seminal work, ‘The Long and the Short of It’, which offers a compelling framework for addressing this very challenge.
The client’s dilemma
My client, the CMO of a mid-sized technology company, was grappling with a familiar dilemma. Her team had been heavily investing in digital channels — Google Ads, paid social media and other direct response tactics. The appeal is clear: these channels offer immediate, measurable results and a direct line between marketing spend and ROI.
However, despite the positive short-term metrics, the company wasn’t seeing sustained growth. This scenario perfectly illustrated the core issue that Les Binet and Peter Field address in ‘The Long and the Short of It.’
Introducing ‘The Long and the Short of It’
As we delved deeper into the discussion, I introduced Binet and Field’s concept. ‘The Long and Short of It’ posits that effective marketing balances short-term sales activation and long-term branding. This framework provides a clear lens through which to view the client’s current strategy.
Mark Ritson’s work, based on extensive research by Les Binet and Peter Field, suggests an optimal split of about 60% brand building and 40% sales activation. This balance, according to their findings, typically yields the best long-term business effects.
The ‘short’: Direct response in the digital age
We first examined the ‘short’ part of the equation — the client’s focus on direct response marketing. Digital channels have revolutionised this aspect of marketing with their exceptional measurability. They provide a clear pathway from click to conversion, allowing marketers to demonstrate immediate value.
As I explained to my client, while these metrics are important, they don’t tell the whole story. They capture the immediate impact of marketing efforts but fail to account for the cumulative effect of brand-building over time. This is where Les Binet and Peter Field’s ‘long’ comes into play.
The ‘long’: The enduring power of brand-building
Investing in a brand, as Binet and Field emphasise, doesn’t always lead to an immediate, measurable uplift in sales. It’s a long-term strategy; an investment in creating an ongoing, sustainable brand that will be recognisable in the marketplace. The reason for this approach is clear: a strong brand derives trust and loyalty, ultimately driving conversion across all channels, physical and digital.
I shared with my client how Binet and Field’s model shows that without ongoing investment in the brand, short-term campaigns never achieve increasing levels of effectiveness. When we layer brand activity on top of campaign activity, we see campaigns becoming increasingly effective, driving better conversion and ROI as the brand strengthens and gains recognition.
Balancing the ‘long’ and the ‘short’
The key insight from our discussion, firmly rooted in Binet and Field’s work, was the need for balance. While short-term direct-response campaigns are crucial for immediate results, they should be complemented by consistent brand-building efforts.
This balanced approach addresses a common challenge in marketing teams: the pressure to drive immediate sales often leads to an overemphasis on short-term, digitally focused activation at the expense of long-term brand building. Without a strong CMO or a board that values brand longevity, marketing budgets tend to gravitate towards tactics that provide immediate results.
The risks of ignoring the ‘long’
During our conversation, I cautioned my client about the risks of over-relying on direct response channels. While these tactics can provide a quick boost in sales, they don’t build lasting brand equity.
I used an analogy that Les Binet and Peter Field might appreciate: these channels are like a short-term stimulant for marketing, creating an immediate and noticeable effect, but they don’t contribute to long-term brand health. The danger lies in becoming dependent on these channels. When you switch off paid search, for instance, your visibility can disappear instantly. This volatility underscores the importance of investing in brand equity, which provides a stable foundation for long-term success.
Implementing ‘The Long and the Short of it’ in practice
As we concluded our meeting, we focused on strategies to implement Les Binet and Peter Field’s ‘Long and Short of it’ approach:
- Reallocate the marketing budget to align more closely with the 60/40 split suggested by the research.
- Set both long-term brand metrics and short-term sales targets to ensure a comprehensive approach to measuring success.
- Ensure all marketing activities, regardless of their immediate goals, align with and reinforce the overall brand message.
- Implement more holistic measurement tools to track both immediate results and long-term brand health.
Embracing ‘The Long and the Short of it’
As we wrapped up our discussion, my client had a new perspective on her marketing strategy. By embracing the ‘long and short’ concept, she has a framework to balance the immediate gains of direct response with the enduring power of brand-building.
At Woven, we’re committed to helping businesses find this balance. As Les Binet and Peter Field so compellingly argue, effective marketing isn’t about choosing between brand and activation — it’s about doing both in the right proportion.
In today’s fast-paced digital landscape, it’s easy to get caught up in the allure of immediate results. But as I reminded my client, the most effective marketing strategies play the long game and the short game simultaneously. It’s about planting seeds for future growth while also harvesting immediate returns.
By combining strategic brand investment with targeted direct response and content marketing campaigns, we help our clients create marketing strategies that deliver both immediate results and long-term success.
Want us to help you do the same? Get in touch.