Marketers in Asia Pacific are optimistic about their marketing investments, expecting bigger ad budgets this year, with a focus on digital channels. However, there's a disconnect in achieving long-term ROI due to higher perceived effectiveness hindering strategic balance.
To drive long-term ROI effectively, marketers must balance between brand building and tactical digital activation, not just solely relying on digital channels. More control over data investments is crucial for better understanding brand levers and increasing ROI.
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