What are the rules of engagement for the year ahead? That was the question on leaders’ lips as they gathered for the Microsoft Advertising Connect event, hosted in The Drum Labs in the heart of Shoreditch, London.
As we head into the final quarter of the year, leaders from Microsoft Advertising, LinkedIn, Reckitt, Dentsu, The7stars, and Reach gathered to discuss how marketers can excel during peak moments, drive omnichannel success and harness the power of AI. Designed as a strategic compass for the next 12 months, the evening shone a light on key tactics for growth, as the ever-shifting digital landscape means audience connectivity is more crucial – and challenging – than ever before.
Here’s what we learned:
1. Early adopters win with brand-seeking consumers
Consumers shop around more, and earlier than you’d think – especially during peak seasonal moments. A Microsoft online study revealed that on average, retail shoppers consider 6.5 brands during their decision journey. Their tendency to explore …