Online – that’s where the customers are these days. Marketing leaders report that the pandemic made online shopping the preferred purchasing method for any kind of product, with almost no exceptions, and it’s widely accepted that this is a permanent shift. FirmDecisions’ recent research involving 100 North American procurement and sourcing leaders, uncovered how changes in consumer behavior will ultimately alter client–agency relationships. As one sourcing director said about how the sweeping digitization triggered by COVID-19 shifted agency use: “We will reframe relationships with agencies who are adept at digital advertising at a lower cost.”
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