basket 0 items @ £0
View Basket

The cobra effect is poisoning digital marketing

Cover of  by Richard Shotton

The key point about the cobra effect is that when you set a naïve target, it encourages behaviour that superficially meets that target, rather than the underlying goal.

The targets set on most digital activity measure short-term effects: immediate sales, visits, views. These short-term approaches are popular as they’re easy to measure. However, ease and appropriateness are different things. After all, we know that the majority of advertising’s effect is long-term.

View article on source website

Enter your email address to receive your free ebook

By requesting this free eBook, you agree to let us email you
about future Harriman House offers. We will not sell your details
to a third party and you can un-subscribe at any time.
A valid email address is required to receive your download link.