Focus on building long term value rather than short term results

When you focus on the short term it can cause you to lose sight of your relationship with your customers

In the drive for short term results companies focus on marketing actions that jeopardise the long term value of a customer

With a long term focus in your marketing strategy you can afford to build relationships with customers and invest in brand building

With a short term focus there is no need to build a brand because all that matters is the sale

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