The ongoing confidence highlighted in today’s IPA Bellwether report is great news.
And today, media, especially digital, is relatively inexpensive. Which has a number of implications for marketers. First, marketers have many tools at their disposal as, on the face of it, marketing has never been so affordable. However, low barriers to entry for a mass media approach make for a crowded market. Which means gaining cut-through is increasingly challenging.
Brands continue to worry about channel proliferation, big data, social media and the associated complexity. However, with greater confidence, brands can afford to explore their options a little more. Read More