Clicks or credibility? Rethinking digital marketing priorities: Prof. S Ramesh Kumar

In a new piece for ET Brand Equity, Prof. S Ramesh Kumar, former faculty in the Marketing area, and IIMB alumnus Madhurjya Banerjee, Senior Global Marketing Director, Unilever, examine a growing tilt towards performance marketing at the cost of long-term brand building.

In ‘Performance Marketing without its Critical Anchor?’, the authors argue that although digital marketing has enhanced measurability, an excessive focus on short-term outcomes can risk weakening the very behavioural foundations that sustain brands.