Distinguishing Short-term and Long-term Marketing Effects PPT

This PPT slide, part of the 34-slide REAN Model PowerPoint presentation, presents a clear distinction between short-term and long-term effects of marketing channels as outlined by the REAN Model. It emphasizes the importance of understanding these differences for setting appropriate key performance indicators (KPIs) and benchmark values. The left side of the slide focuses on long-term effects, highlighting that these roles are centered on creating a change in attitude towards the brand. This involves influencing brand awareness and experience, which are objectives that require measurement over an extended period. The channels categorized under Reach and Engage are specifically noted for their ability to create lasting impressions and enhance positive brand perceptions.

On the right side, the slide shifts to short-term effects, which are more immediate and behavior-focused. These roles aim to drive actions such as cross-selling, upselling, and improving customer satisfaction. The text indicates that the payback period for these investments is generally shorter, allowing for quicker measurement of results, such as increased sales or customer retention. This distinction is crucial for marketers as it informs the strategies they should adopt based on the desired outcomes of their campaigns.

The bottom section reinforces the idea that recognizing these different effects helps tailor marketing strategies effectively. It suggests that by understanding the distinct roles of marketing channels, organizations can set realistic KPIs that align with their specific objectives. This nuanced approach enables businesses to optimize their marketing efforts and achieve better alignment with their overall goals.

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Social Media Strategy Customer Decision Journey Customer Satisfaction Key Performance Indicators Customer Retention Sales KPI