Lord Lever once said, “I know that half of my marketing budget is wasted, I just don’t know which half”. That was 100 years ago, but brands and marketers know that even today the return on investment of traditional advertising campaigns is difficult to track. This is why there has been a huge shift to more measurable digital advertising. Search, online and social media now account for two thirds of all adspend, totalling $270 billion USD in 2023 and expected to surpass $300 billion USD by 2024.
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