As this adaptation process progresses, marketing and advertising agencies are also faced with the need to break new ground.
Traditional campaigns might go unnoticed by consumers job function email database focused on day-to-day life, while online campaigns, powered by retargeting, could generate a repetitive, draining impact on users with more online shopping options.
The role of communications consultants now more than ever must be reborn in strategy, driving creative innovation at every stage of the user connection journey . As strategists, it's necessary to diversify tools, data sources, brief resolution processes, and even the creation of work teams for clients.
Creative innovation at the forefront
Value creation in the supply chain can come from different areas. Although it traditionally came from R&D, consumer insights, or marketing teams, businesses must now rely on the creative innovation of their partners to anticipate the constant changes in their potential consumers' environment. Creating value and differentiation is now in everyone's hands.
"Businesses must now rely on the creative innovation of their partners to anticipate the constant changes in their potential consumer environment."