FM AdFocus: The role of information in creating a future-fit industry
The Covid-19 pandemic has acted as the perfect storm to accelerate digital transformation. Those businesses that were digitally enabled before the pandemic have reaped the benefits of their investment and fared better than those that were not, given that business continuity has depended on digital enablement during this period.
As marketing departments face growing pressure to consistently deliver value, the current agency model is at risk of becoming inefficient and ineffective. A spray-and-pray approach is expensive and inefficient. Effective communications today require personalised content – and this can only be achieved by using data. ..
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