Small business owners are concerned with many different metrics when it comes to their marketing campaigns. After all, numbers never lie and they can help company leaders determine how successful their branding initiatives are. Return on investment is arguably the most important figure to most entrepreneurs, but there's another one that they should consider - longevity.
In today's digital age, consumers are constantly bombarded with information through various channels. Marketing has reached a rapid pace thanks to social media. As a result, branded content appears in front of the public and then disappears in the blink of an eye.
Obviously, this is somewhat troubling to small business owners because it means consumers don't have sufficient opportunities to develop brand recognition. That's why entrepreneurs need to invest in marketing tools that offer long-term benefits.
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