“Brands need to understand the opportunity of direct-to-consumer, including the value of using new channels and routes to market that offer first-party data relationships, return to a clear brand purpose and position the brand as a master of a category to demonstrate authority,” according to the article. Further, they should also employ an agile trial and error marketing approach, it states.
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IAB Offers Advice to Marketers in Pandemic Market
Australia’s Interactive Advertising Bureau has offered guidance to traditional brands during tough marketing conditions resulting from the COVID-19 global pandemic. So reports The Drum.