In our view, 2018 is about companies getting to grips with the technology and media options that they already have, using them more effectively and efficiently, and adapting their teams and budgets to make the most of the new realities.
Test and learn content marketing: Marketers under pressure from their management to deliver ROI will shy away from large one-off budget commitments. Increasingly at Current Asia we’re seeing clients test all aspects of every campaign, from paid, owned and earned media choices, to content options, data collection methods and calls to action. 2018 will be the year of the ’test and learn’ pilot, rather than the big idea.
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