By Rana Zeidan, head of APEX, Publicis Groupe
It sounds very simple: find the sweet spot of your target audience and yield the result you want. The catch? Today’s complex consumer is not easily wooed. If you want their time and attention, you need to reach out to them wisely. Thanks to the advancements in digital, the task is much simpler, but only if brands have the right strategy and tech tools in place.
The digital ecosystem is evolving constantly, while the economic downturn continues to cause uncertainty in delivery and overall client commitments. Still, one thing is for sure: we are in need of a big shake-up if we are going to come out stronger on the other side. On a wider scale, the
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