By Viktor Maksymov, director – performance, OMD UAE
With the FIFA World Cup in our corner of the world, football is on everyone’s mind. While we keep our eyes on champion strikers in the hope of spectacular goals, those getting the ball to their feet at the most opportune time and place get much less attention. The same applies to digital marketing.
Yes, strikers get the goals and often secure the victory. However, a team of 11 strikers cannot go far. They need other players to help them get into position, and this is why assists are the second most important performance metric in football after goals. However, marketers are humans, and like the rest of us they focus on the goal scor
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