Marketing Strategy Market: Survey: Short-Term Pressures Undermine Marketing Effectiveness

A survey of 216 MiniMBA in Marketing alumni, conducted by The Drum and MiniMBA, reveals that short-term commercial pressures are the biggest organizational barrier to effective marketing. 28.4% of respondents identified these pressures as the primary obstacle, while 23.1% cited balancing long- and short-term growth as a major challenge. Marketers argue that the relentless demand for immediate results diverts budgets away from long-term brand building. Industry experts like Matthew Stevens of MOI Global and Berit Block of Constant Contact emphasize the difficulty of defending long-term investments in quarterly reviews. The findings suggest that short-termism is an organizational issue, requiring marketers to make a stronger commercial case for long-term strategy.