As businesses continue to grapple with the coronavirus crisis, brands and marketers have entered a brave world of the new abnormal. This has forced marketers to shift marketing KPIs, re-assess priorities, and shrink budgets. Before COVID-19, driving sales was top-of-mind for marketers, as we observed in our GfK survey Branding and Marketing in the New Abnormal. However, during the pandemic, the focus has shifted towards maximizing marketing ROI.

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