Five challenges marketers must tackle in 2016
In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers' lives – and how they bring those roles to life across platforms and touchpoints. To be effective, they need a means of targeting consumers with seamless, relevant experiences as they move between devices; they need a deeper understanding of the emotions their brand experiences generate, and they need the capacity to respond to these insights in real-time. In other words, they need research that adapts to the new marketing agenda.
We asked media owners, media planners...