ROI in 2017: Effectiveness in the digital age

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.

ROI in 2017: Effectiveness in the digital age

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The decision by Procter & Gamble to cut back on targeted advertising on Facebook exposed what one commentator has described as an 'intellectual battle' over how to market most effectively. The big-picture issue is close targeting (particularly vi