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From Pixels to People
Online marketing is in a state of flux. The shifting landscape is being rocked by factors as diverse as fraud and ad-blocking software. In this environment brand marketers face a myriad of challenges as they compete to reap the potential benefits offered by unprecedented market access. Great brands are built and optimised over decades. Now, with greater emphasis placed on online, marketers now have the ability to analyse and optimise in real time. This shift has not only provided benefits, but has also presented several hurdles. How marketers are dealing with these was the subject of our recent research.
We interviewed 100 senior marketers from some of Europe’s most well known brands, to find out how they are responding to these tectonic shifts.
All interviews were conducted by telephone appointment in February 2016.