Innovating in the Digital Era: The Evolving Role of Digital Media on New Product Launches

“While many companies are cutting their marketing budgets during these times, digital marketing channels have been leading the way above all others in terms of spending. Many manufacturers are redirecting their in-store and below-the-line (BTL) budgets into digital and trying to find the best possible ways to reach their consumers without having any in-person touchpoints.” This statement from Giles Watts, Vice President Innovation – Nielsen, is focused on consumers, yet it’s also very pertinent with trade/B2B dealings.

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