By Shawn Lim

Traditional Australian brands should focus on four key areas, according to the IAB, to adapt to the direct brand model to address the rapidly changing market condition during the coronavirus pandemic (Covid-19).

Brands need to understand the opportunity of direct-to-consumer, including the value of using new channels and routes to market that offer first-party data relationships, return to a clear brand purpose and position the brand as a master of a category to demonstrate authority.

Finally, they need to employ a nimble test and learn approach to marketing and innovation in product development.

This is according to a report called Read full story ›

Source: The Drum