Media buying and campaign development has never been more challenging. On one hand, marketers are faced with an explosion of complexity driven by audience fragmentation, rapidly changing consumer trends and preferences, and the limitations of traditional media. On the other hand, consumers are demanding that messaging reflects their unique values and beliefs, meaning that generic approaches not only fall flat, but can increase risk that consumers feel alienated.
Between these two challenges, marketers are facing rising pressure to reduce wasted media dollars and turn around low-ROI campaigns. This white paper details how cultural intelligence is the key to achieving a stronger ROI by helping brands better target, resonate with, and ultimately grow revenue from their audiences via brand love.