A complex system of media owners, ad networks and exchanges is taking online advertising beyond the ’old world’ of page views and cost-per-click. Yet the potential of this for brands is at risk of being lost because marketers lack the technical skills to exploit it. Now is the time to get to grips with the ways of the web.
From setting the vision in a hybrid world to learning to play for “club and country”, marketers discuss the nuances of management.
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
