The Myth of Short-Term Wins

Why Performance-Only Strategies Plateau

The lure of performance marketing

In the FMCG sector, the allure of performance marketing is strong. Immediate sales lifts, digital precision, and apparent efficiency deliver tangible results to marketers. Under pressure from retailers, sales teams, and finance stakeholders, it is tempting to double down on activation—whether through digital ads, promotions, or shopper campaigns. And in the short term, it works. But over time, the returns diminish. Costs climb. Brand equity stalls. Many FMCG marketers have already seen this: a plateau driven by over-reliance on the short term.

This article examines why performance-only strategies often stagnate in consumer goods, what brand marketing offers that performance alone cannot, and how rebalancing brand and activation supports both current sales and future growth.