By Daniel Solomou, head of performance and search, Serviceplan Middle East, and Suparshv Chopra, director for digital media, Mediaplus Espresso
Overall the marketing industry is in a very healthy place. Innovations in ad tech and the rise of advanced data science have helped bridge the gap between marketers and consumers like never before. The modern marketing objective is to deliver customised messages to the right consumers at the right time, and the ability to do so at scale has no doubt revolutionised the way brands communicate with their audience.
However, it’s becoming increasingly evident that the communications industry is suffering from a type of existential cris
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