Aligning marketing and tech: why short-term wins can sabotage long-term success

The tension between short-term wins and long-term success is evident in both marketing strategies and tech investments. Performance marketing often prioritizes immediate results, while brand marketing focuses on sustainable growth. Similarly, choosing tech stacks for quick wins can hinder long-term scalability and flexibility. In this article, Carl Abrahamsson, COO of Geins, explores these parallels and offers insights on achieving a balanced approach.

Carl Abrahamsson, Geins
Carl Abrahamsson, Geins

For years, performance marketing has been the dominant strategy in the world of e-commerce. Its promise of measurable results and immediate returns on investment made it an irresistible choice for brands and retailers. However, this laser focus on performance metrics has led to unintended consequences: a cluttered marketplace where differentiation and customer experience have taken a backseat.

The overemphasis on performance metrics

Performance marketing, with its emphasis on metrics like ROAS, conversion rates, and CPC etc, has driven brands to prioritize short-term gains over long-term brand building. This approach has led to a commoditized marketplace where the uniqueness of a brand is often overshadowed by the relentless pursuit of efficiency and scale.

In this race for immediate results, many brands have neglected the importance of creating differentiated experiences. Instead of investing in storytelling, brand identity, and customer loyalty, the focus has been on optimizing ads, refining keywords, and tweaking landing pages. While these tactics can boost sales in the short term, they do little to build a lasting connection with customers.

The shift towards niche focus

Fortunately, we are beginning to see a shift in the market. Consumers today are looking for more than just transactional relationships with brands. They seek authenticity, personalization, and experiences that resonate with their values and lifestyle. This change in consumer behavior is prompting brands and retailers to reconsider their strategies and move towards a more niche-focused approach.

Brands that succeed in the future will be those that understand their audience deeply and offer tailored experiences that go beyond the product itself. This means investing in content that tells a story, creating communities around shared interests, and delivering personalized experiences that make customers feel valued and understood.

The overlooked Importance of tech stacks

Amidst the rush to optimize performance marketing, the choice of tech stacks has often been put on the back burner. This isn’t to say that performance marketing is the villain in this scenario. Rather, it highlights a shift in priorities where many brands and retailers focused on short-term thinking and what worked in the here and now, rather than on solutions that could evolve with them in the long run.

(And yes. Design and customer experience are super important, that goes without saying. Especially when we speak about differentiation. That is why I chose not to write my own section on that within the article)


Every company naturally wants a system that works for them, but in the quest for quick wins, many have found themselves saddled with multiple disparate systems to manage their operations or an all-in-one suite that doesn't cater to the flexibility they need over time. This approach can lead to inefficiencies, high costs, and a lack of agility when it comes to adapting to new market trends or scaling the business.

It's important to remember that no one ever asked for a dozen different systems and multiple license fees to run their e-commerce operations. What everyone truly wanted was something flexible that could evolve with them. And that’s a big difference between those two things.

This short-term thinking shows similarities with the approach seen in brand and performance marketing, where immediate results are often prioritized over sustainable growth and differentiation.

So, have companies been asking themselves the wrong questions, or is it up to consultants and vendors to pave the way and give the market what it really needs? Probably both.

How we see things at Geins

At Geins, we strive to ensure that merchants feel welcome and catered to. Our approach is built on the principles of flexibility, scalability, and innovation. Unlike traditional platforms that lock you into rigid systems, we design our platform to enable businesses to pivot swiftly, adapt to market changes, and harness modern technology to stay ahead of the curve. 

By integrating with various systems and providing the tools needed to create unique, differentiated experiences, Geins empowers brands and retailers to focus on what truly matters: building lasting connections with their customers and driving sustainable growth.


Carl Abrahamsson

Chief Commercial Officer