Marketers need to zoom out

“By sweating and optimizing the small stuff, the [marketing] profession and its supportive industries have narrowed their focus too much and led many in marketing to work primarily on lower-funnel advertising (or digital advertising). And they’ve done this at the expense of building deep and long-term relationships with their customers using the full range of tools available.”

Long live the chief marketing officer (The Drum)

Strong customer relationships last longer than a campaign budget.