By Allan Blair, head of strategy, EMEA, VaynerMedia
In marketing, it’s hard to refute the argument for the effectiveness of long-term brand building. In a world of constant cultural phenomena on social media, it’s easy for advertisers’ campaigns to get drowned out.
On TikTok, Facebook and Instagram, it is mainly user-generated content, so marketers are constantly challenged with ensuring their brands cut through the noise to take advantage of the vast amount of attention focused there.
But in 2023, marketers are faced with another challenge. As we enter what is expected to be the worst recession in living memory, marketers’ belief in long-term brand building is being seve
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