- To build awareness, the original report advised that marketers balance broad-based reach with hyper-targeting; in the wake of COVID-19, the heightened interest in both it and Black Lives Matter has meant all demographic groups are turning to video.
- The pre-recession advice on how marketers can build consideration was that brand-building leads to long-term growth.
- In the current context, marketers should remember not only that maintaining share of voice costs less over the long-term, but also that investing in marketing across cultures typically results in positive financial returns.
- In terms of driving purchase, the earlier report said that success needs to...
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