In the last year or so, there has been a lot of discussion around how marketers need to deal with the new normal due to the impact of the pandemic.
The advent of technology in people’s lives has brought about many lasting shifts in consumer behaviour, which have upended traditional brand building models and provoked debate around what the future holds for marketing and brand building. This has major implications for the large global advertising industry, which is estimated to be worth $657 billion in 2021.
One specific and prominent topic of discussion within this is the surge...