Marriott on why effectiveness doesn’t always beat efficiency

Marketers’ focus on efficiency over long-term effectiveness and brand building has been highlighted as a major flaw.
Many it leads marketers to chase quick and easy wins using metrics like return on investment rather than thinking about the longer term picture and lasting business outcomes.
But while Marriott International’s global marketing officer Karin Timpone is mindful of the debate, she believes the reality is less clear cut. Because while it might make sense for more establish