There’s always a push between short-term marketing and long-term marketing tactics that any company faces. Some short-term tactics can be very, very effective – but impact a company’s overall long-term growth.
A good pair of examples are spam and pop-up advertising. Both forms, in the short-term can be extremely effective at generating revenue in the short. However, in the long-term the company faces problems with their reputation and building trust.
On the other hand, many good long-term tactics require a lot of time to develop. SEO and word-of-mouth marketing are some of the most effective forms of marketing possible – but both require a large amount of time. In the meantime, you aren’t generating much revenue.
A good marketing plan takes into account both short-term and long-term tactics in development. Planned carefully, short-term tactics can be the foundation of your plan – like certain Pharmaceutical companies have shown.