Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.
CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.
CAMPAIGN 360: Senior marketers from Google, Dole and P&G discuss the opportunity for evolution in the cookieless future, and how far along brands are in transforming.
While brands large and small have flocked to the opportunity to directly reach consumers, they are hoping pandemic-driven changes in consumption stick to justify their sweeping change in focus.
Global CMO Arjan Dijk explains how the travel portal is helping consumers (who now value a vacation higher than finding true love, thanks to the pandemic) discover new sights in their backyards (for now).
The insurer will lean on local KOLs to piece together short campaigns in order to boost its presence in APAC and compete with global and local rivals.
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