Five challenges marketers must tackle in 2016

In this article, media owners, media planners and marketers talk about the top challenges that market research must help them to address in 2016.

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...

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