The fragmentation of today’s marketing solutions is a definite challenge for brands. It is no secret that customers are tuning out from conventional advertising as they hold power when it comes to which ads they interact with, which puts pressure on brands to transform the way they market, from pushing media to building relationships.
Nowadays, brand marketers have to manage an average of 23 channels. They regularly resort to reach and retargeting using distracting advertising, and too often, their actions don’t match their professed values. As many of these brands have been accustomed to working with different agencies for their creativity, media, data, technology and other scopes, b
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