With consumer journeys becoming more complex and non-linear, the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to rethink their media strategies to succeed.
MMA has partnered with GroupM and Amazon Ads to co-author an industry whitepaper for offering a collective view on how the industry should approach the festive season this year and recommendations on winning in the upcoming festive season.
These days, about two in every three people around the world use some form of mobile phone, and around four in every five of those devices are smartphones.
We know… that if we measure something, we dramatically increase the likelihood we can and will change it. The Advertising Fairness pledge is all about intent. The Advertising Toolkit for AI Fairness 360 is all about understanding and measurement. And leadership is what drives change.”
Marketers need to shift from being creators to being creators and connectors. Influence and collaboration are increasingly important when 40-50% of marketing is not managed by marketing.”
