Uncertainty has become a common denominator around the world over the last year. When we thought the only change ahead was the change of decade, something more drastic happened; we left the world we knew behind thanks to the emergence of the pandemic caused by Covid-19. This drastic change has triggered a revolution of circumstances on a personal level, as well as on a societal level. What was in 2019 will never be the same again?the future is unpredictable due to the atypical fluctuations that complicate the detection of solid trends. However, the Transforming Lives, Transforming Times study enables the views of consumers to be examined closely, and a guide for brands to be found.
In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a media plan. Marketers need to think and do, faster than media consumption and for this reason it becomes increasingly necessary to recognize the role/importance of cross-platform campaigns for maximising the efficiency of marketing investments overall. Because, let's be honest, modern times require us to do much more with much less. With our presentation, we will share ideas about how to potentially increase the campaign's reach and efficiency using a cross-platform marketing strategy.