Balancing the short- and long-term: A strategic approach to marketing

This is part of a Brand Council content series on “Balancing short-term and long-term strategies.” Read the introductory blog here.

In Canada’s fast-paced marketing landscape, organizations often find themselves caught in the tension between delivering immediate results and cultivating long-term brand value. Short-term marketing strategies can lead to reactive approaches that compromise customer relationships and dilute brand messaging. This article synthesizes several insights on the pitfalls of short-term marketing strategies. These thoughts come from my experience as a marketing executive running major brands in Canada, and from a fireside chat in early March 2025 with industry leader Kristina Koprivica, VP, Corporate Marketing and Strategy at Kruger Products. In our conversation, we talked about the causes of short-term marketing approach and discussed how to create a balanced marketing strategy that leads to business growth.

Signs that indicate an unbalanced marketing approach

1. Lack of long-term goals in marketing

A clear indicator of a short-term marketing strategy is the absence of long-term goals. Many companies push for immediate sales through aggressive promotions, which can overshadow the importance of building brand equity and customer loyalty. For instance, a company might increase its sales by offering significant discounts, but this approach may prevent the establishment of a strong brand presence that attracts customers in the future. To counter this, businesses should establish clear, measurable long-term objectives that align with their overall strategies. Instead of only aiming for quarterly sales increases, they could focus on enhancing brand awareness or customer engagement over several years, ensuring that their marketing efforts contribute to sustainable growth and brand equity. Both short-term sales and long-term health are important, and if the long-term strategy is effective, short-term in year sales will also deliver against objectives.

That said, you need to run the business effectively today. As Kristina notes, “As marketers, we need be more agile than ever, constantly balancing short-term successes with long-term brand building. If results aren’t meeting expectations, we must quickly shift resources to drive immediate sales. However, we must always consider the potential impact of these decisions on long-term brand equity.”

2. Reactive approach over proactive strategy

Experience taught me that running a successful brand is like flying a plane while building an engine that will keep it in the air – all at the same time.

Having only a reactive, short-term marketing approach is not enough to ensure the business success in the long term. When organizations focus on reactive marketing efforts, they risk missing opportunities for innovation, differentiation and profitable growth. A reactive approach involves constantly responding to market shifts or competitors without setting up the business for continued success.

So, how to stay agile to respond to market changes while emphasizing the importance of not losing sight of long-term objectives? A long-term marketing strategy includes regular market research and trend analysis to help marketers build a marketing mix that anticipates and meets customer needs beyond the current year. This is the foundation of long-term brand success and goes beyond merely reacting to today’s competitors. For example, if there is a rising demand for sustainability in your industry, proactive marketing strategy can position your brand as a leader rather than just a follower. As Kristina clearly puts it, “If we notice competitors gaining market share, we may need to shift focus temporarily. But it’s essential to evaluate whether this short-term action will harm our long-term goals.”

3. Overemphasis on promotions and discounts

A common sign of short-term thinking is an overreliance on promotions and discounts.

While these tactics can boost sales quickly, they may attract only price-sensitive consumers who do not value the brand. For instance, a clothing retailer that consistently offers sales might find its customers only shop during discount events, leading to a cycle of dependency on promotional pricing.

Instead of solely pushing promotions, brands should focus on creating a compelling narrative around their benefits and how the brand adds value to their lives. This will build mental availability and top of mind presence for a brand so that it comes up first in the consumer’s mind and is less vulnerable to price comparisons. This can only be achieved through strategic marketing investment. Short-term tactics are not enough to achieve this. Industry leaders know this. As Kristina articulates it, “In our industry, there's often pressure to react swiftly to competitors gaining market share through discounts and promotions. However, it's crucial to strike a balance between immediate actions and preserving our brand's integrity.”

4. Neglecting consumer relationship building

A short-term marketing strategy often overlooks the importance of building valuable consumer relationships. Companies that solely focus on one-off sales miss opportunities for value creation. A transactional relationship can prevent customers from becoming predisposed towards the brand and make the brand become more price sensitive, and as a result, a candidate could be traded down, which negatively impacts the brand’s gross profit.

To counter this issue, businesses should adopt a consumer-centric mindset, putting the consumer value creation first, the kind of value that consumers want to pay a premium price for and build the marketing mix around this perceived value. As Kristina points out, “Building strong relationships isn't just about securing immediate transactions; it involves continuously engaging with consumers and understanding their evolving needs. This long-term approach to relationship-building fosters loyalty, enhances consumer satisfaction, and ultimately drives sustained business success by maintaining relevance in a competitive market.”

5. Inconsistent brand messaging and trust issues

Short-term thinking can lead to frequent changes in brand messaging that confuse consumers and erode trust. A short-term mindset may lead to inconsistencies in communication as teams pivot their focus to chase immediate gains. This inconsistency can manifest in various ways: differing tones in media channels, mixed messages in advertising campaigns, or conflicting information on product attributes. To combat this issue, revise the foundation of your communication strategy to align it with your long-term brand and business strategy. Invest in creating this value in the consumer’s mind and not only on promoting discounts. When brands invest in predisposing consumers regardless of price, they become strong brands and are difficult to trade down for cheaper products. As Kristina clearly explains, “A strong brand is more resilient to market pressures. When a brand offers a compelling consumer proposition and delivers consistent, relevant messaging, it establishes a solid foundation that helps navigate economic fluctuations.”

Three takeaways for marketers:

1. Establish long-term objectives

Focus on creating clear, measurable goals that build profitable brand value over time rather than just immediate sales spikes.

2. Be proactive, not reactive

Practice scenario planning to anticipate consumer and market shifts and position your brand strategically for the long term rather than merely responding in the short term to competitors.

3. Be consistent

Develop a marketing mix that builds consumer trust, preference and predisposition towards your brand over time.

The Canadian marketing landscape necessitates a delicate balance between short-term performance and long-term brand health. Marketers must remain agile and responsive while committing to a strategic vision, prioritizing customer relationships and brand integrity.

Being effective in the short term will always be a requirement for people in charge of growing a brand. However, the long-term focus is what will make the brand viable and profitable Balancing short-term demands with long-term vision is not just beneficial; it is essential for profitable growth.

Stay tuned for the next blog in this content series, on building brand trust in the public eye.