What is a potential consequence of not actively competing for last-touch credit in marketing?

The choice of reduced visibility for ad campaigns as a potential consequence of not actively competing for last-touch credit in marketing is significant. Last-touch credit refers to the practice where the final interaction a customer has with an advertisement before making a purchase is credited for the sale. By focusing on this last interaction, marketers gain insight into which campaigns, ads, or channels are most effective in driving conversions.

If marketers do not actively compete for this type of credit, they may inadvertently neglect valuable insights that come from understanding which channels and touchpoints are most impactful. This can lead to a lack of visibility regarding the effectiveness of various marketing strategies. Consequently, it may become challenging to allocate budgets effectively, optimize campaigns, or identify underperforming areas. Reduced visibility can also manifest in difficulty understanding the full customer journey, resulting in less informed decision-making about future marketing efforts.

This impacts overall campaign efficacy and could lead to missed opportunities for engagement or conversion, as the marketer may not recognize the various influences and interactions that contribute to a customer’s decision-making process. Therefore, the lack of focus on last-touch credit could ultimately result in a less effective advertising strategy and poorer overall results.