Digital promised increased efficiency, but marketing effectiveness has been steadily falling for almost a decade.
Comprehensive effectiveness programmes enable brands to establish which of the levers are holding you back and where the opportunities are across creative, cost, reach, attention, and engagement.
Retailers need to follow a programme of continuous improvement, one that involves measurement, analysis, execution, and review to determine what works best for them.
There are lasting lessons from this recent experience that all players in the industry intend to take forward to 2021 and beyond.
By actively engaging and involving agency partners in decisions driven by agility, brands stand a much better chance of setting themselves up for success.
The first step in getting influencer marketing right is to get influencer management right.
Brands that develop
and support distinctive
brand assets build
that last longer and
It’s impossible for marketers to know whether the links in the programmatic supply chain that serve their brand are adding value unless they understand the structure, purpose, and design of that chain.