"Next year, what marketing needs to do is prove, truly prove, its contribution back to the growth of any client organization. Brands have invested significantly in new technologies, infrastructures and people over the past few years. Now, they need to justify those investments by demonstrating clear and measurable outcomes. This means marketers have to be more transparent in how we show value and more creative in how we leverage every tool at our disposal. It's no longer just about building campaigns; it's about connecting every marketing activity we can deliver to tangible business results."
"The way Affleck envisions this playing out is that client conversations will inevitably become much more value-driven, where the emphasis will be on leveraging data, technology and creative approaches to optimize every part of the customer journey, not just to attract attention, but to convert into a long-term engagement."
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