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.
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.
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 and offers from carefully selected third parties. We will not pass your details to any third parties and you can un-subscribe from the emails at any time. A valid email is required for us to send you the download link.
Harriman House Ltd will use the information you provide on this form to keep in touch with you and to provide updates and marketing.
Please confirm that you are happy to receive:
Emails from Harriman House with Harriman House offers
You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at email@example.com. We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.