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The importance of momentum in marketing

from By Randall Craig

What is the difference between a successful marketing campaign and an unsuccessful one? ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not much different than a car going uphill, battling gravity with a driver giving a single pump of the gas pedal. Let off the gas, and it will eventually slow down, stop and then start rolling downhill. Likewise, the inertia of the market — competitive noise, client disinterest and short-term memories — can only be overcome with more than a single pump of marketing energy. more

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