The Performance Marketing Trap: Why Brands Are Losing the Long Game
Marketers today are completely obsessed with performance. Every Rand must be tracked, every click measured, every funnel optimised. The dashboards are addictive; ROAS, ROI, CPA, CTR. If the numbers move in the right direction, the campaign is hailed a success. But here’s the problem: in the pursuit of short-term sales, many companies are quietly eroding […]
What is killing the shopping mall?
A recent article in Time magazine entitled ‘The Death and Life of The Shopping Mall’ really haunted me. It’s a harrowing tale of the mass closure of retail stores and the shopping malls they inhabit across America. As an evangelist of online marketing and the looming e-commerce boom, I couldn’t help feeling responsible for the demise […]