Research
Good marketing
keeps paying.
Why the best results often arrive months after the work starts.
Experience working with industry-leading brands
- Microsoft
- OpenAI
- Shopify
- WordPress
- Meta
- NVIDIA
- Wix
- AWS
- Apple
- GitHub
- HubSpot
- Anthropic
- Squarespace
- Salesforce
- Adobe
- Cloudflare
- Webflow
- Stripe
- Figma
- IBM
- Vercel
- Mailchimp
- Oracle
- Intel
- Cisco
- SAP
- Dell
What the research found
What the research found
-
USC and Southern Methodist University · 2011
2×
long run effect versus short run
Pooling 56 studies from five decades, the researchers found the average long run sales effect of advertising was about twice its short run effect.
By Raj Sethuraman, Gerard J. Tellis and Richard A. Briesch
Read the study (opens in a new tab) -
The Wharton School, University of Pennsylvania · 1995
Doubled
impact over the next two years
In 55 real market tests, ads that lifted sales in their first year kept working, and over the next two years their impact roughly doubled. Ads that did not work in year one never started working later.
By Leonard M. Lodish, Magid M. Abraham and colleagues
Read the study (opens in a new tab) -
University of South Australia · 2021
95%
of business buyers are not shopping right now
Companies change key suppliers only about once every five years, so at any moment most buyers are not in the market. The author calls the figure a rule of thumb, not an exact count.
By John Dawes
Read the study (opens in a new tab)
What it means for you
- 1
Judge marketing over months, not weeks.
- 2
Keep your name familiar before buyers need you.
- 3
Stop what fails early and keep funding what works.
More research
- Channels work better together.Ads in one channel lift sales in the others.
- What makes the phone ring.One more star, the first five reviews, and a fast reply.
- You have 50 milliseconds.People judge a site in a blink, and speed pays.
- The top step gets the click.Higher spots win the click, and rivals can take yours.
- Be the answer AI gives.Fewer clicks, and how to be the source AI cites.
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