The world witnessed extraordinary acceleration of digital adoption across businesses and daily lives of people. 2020 recorded the highest engagement on digital, ecommerce, OTT, Gaming, eSports and all businesses that are digital first. While this hyper digitization is forcing businesses to realign themselves to the new normal – marketing functions within organizations have the task to step-up quickly to help put the businesses back on their growth track.
The undisputed way forward will be to scale up presence on digital channels. Skew media spends in favour of digital. While this may seem like the right thing to do– if not done right, it can drain resources with very little change in
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