Reaching your customers, no matter what

Nov 01, 2021

Water finds its way down the path of least resistance. Like water, marketers get their messages where they need to be.     

So, it’s no surprise that the 2021 Digital Marketing Pulse Survey – conducted by Ipsos in partnership with CMA and strategy – shows that marketers found the path of least resistance to reach their targets at home last year. Most of the action was through email marketing and social. And there has been a recent resurgence in digital signage, with some retailers upgrading the brick-and-mortar experience as consumers head back to stores.

Tight budgets and time-to-market needs have led clients to deploy many tactics in-house or to create hybrid models. It’s been a tough ride for creative agencies.

I know from personal experience that having a creative partner is extremely important to success, especially when it comes to objective strategy development. 

We will be elevating conversation on this topic through our new Creative Council.

P.S. Beginning tomorrow, CMA members can access the 2021 Digital Marketing Pulse Survey.

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John Wiltshire

President & CEO Canadian Marketing Association




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