Staff Reporters
Mar 23, 2018

Short-term 'sugar rush' can seduce marketers

Amid all the focus on setting up digital platforms and acting on real-time data and incentives, marketers may be forsaking long-term brand building at their peril, says Cathay Pacific brand chief Edward Bell.

Falling behind in adapting to new digital technologies is among the greatest fears of marketers today. But the scale of the challenge can create a massive brain and energy suck, argues Edward Bell, general manager for brand, insights and marketing communications with Cathay Pacific.

In three to four years time when marketers emerge with their new digital platforms along with everyone else, they need to ensure that they haven't been neglecting their brand, or their platforms will be largely meaningless.

Meantime, the real-time data pouring in only compounds the pressure to focus on the here and now, with potentially grave consequences.

"It's so seductive," Bell said. "Short-termism is such a sugar rush. You put something out there with a deal and a good price and you can get immediate feeback, and it can feel like that's all you need to do because 'I do this, I get that'." However, such short-term initiatives must be linked to longer-term storytelling and goals.

Bell spoke with Campaign head of content Robert Sawatzky at Campaign360, which took place Tuesday in Singapore.

Their conversation, broadcast on Facebook Live, also moved into:

  • What brands are looking for from media agencies.
  • How to keep brands safe in a time of company restructuring.
  • The ROI of expensive loyalty programs.

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