In an era of viral moments, algorithms and metrics, brand building is turning into a speed dating exercise, says Arun Iyer, founder, Spring Marketing Capital. “Today’s marketing landscape is a frenzy of hashtags, metrics and an unending chase for the next big thing. We’ve entered an age of instant gratification, where a campaign’s success is measured by how quickly it can show results — preferably within the lifespan of a WhatsApp forward,” writes Iyer. In an era of viral moments, algorithms and metrics, brand building is turning into a speed dating exercise, says Arun Iyer, founder, Spring Marketing Capital. “Today’s marketing landscape is a frenzy of hashtags, metrics and an unending chase for the next big thing. We’ve entered an age of instant gratification, where a campaign’s success is measured by how quickly it can show results — preferably within the lifespan of a WhatsApp forward,” writes Iyer.
