Introduction
COVID-19 thrust the world into an altered state where sheltering in place, remote working, virtual events, and adopting modern technology all became the new normal. Simultaneously, consumer buying habits needed to change to adhere to the new health and safety rules, forcing companies around the world to quickly adapt or risk going out of business.
Within organizations, it has fallen on marketing teams to maximize their efficiencies, an imperative that was exacerbated by the pandemic and continues through ongoing economic uncertainty in the early 2020s. To compete and survive, many organizations have upped their advertising spends — an amount that has spiraled up into the billions across multiple channels.
