Structuring for effectiveness
This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.
The role of the modern Marketing Director has been transformed. Long-focused on building brand image and awareness, they have now also become accountable for driving successful business outcomes in a trackable, data-led digital world.
At the same time current digital and technological transformation are driving changes to consumer behaviours and expectations, making it harder to connect with consumers and attract them via a multi-touchpoint approach. As a result, the marketing function is having to change, with...