Is a focus on ROAS damaging marketing teams? – Marketing Week

Marketers explain why an over-reliance on return on ad spend is causing tension in teams and why no one metric should ever rule the roost.
Is an over-reliance on return on ad spend (ROAS) damaging your marketing team? Some marketers think so. They argue too much focus on delivering short-term returns, rather than investing in long-term brand building, is doing more harm than marketers realise.
Indeed, could a reliance on ROAS be dividing marketing teams and leading to budgets being cut on activity that isn’t seen as closely contributing to growth?

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Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
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