Today’s companies have a variety of digital marketing strategies to choose from. Depending on internal demands and company goals these strategies typically fall into two categories: Long Term and Short Term. Long Term strategies such as digital owned media strive to earn media over time and require a longer time investment to execute. Short term strategies such as digital paid media can begin to pay off immediately, but are disliked by the public and provide only a low return. Moving forward companies will need to make decisions on how to best utilize their advertising budgets.

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Only Two Ways to Guarantee Short-Term Digital Marketing Returns – Huffington Post (blog)