Navigating economic uncertainty: A marketing guide for brands [Video]

Craft a strategy that is right for your brand

During a time when brands are particularly focused on getting more from their investments, actionable insights and measurement are critical in developing campaigns that effectively resonate with customers.

“Every marketing dollar will be scrutinized and has to drive measurable results,” Moss said. “One approach that holds a lot of promise is bridging the gap between content and commerce—this can reduce friction for customers, which in turn can help drive purchase intent and ROI.”

“Being able to measure advertising impact is always top of mind for marketers, but especially now,” said Paula Despins, VP of Ads Measurement at Amazon Ads. “Brands and agencies need to understand the value of their efforts and investments, and have the insights to make their marketing budget count. That’s why measurement across channels, at every stage in the funnel, is especially important right now.”

Campaign measurement and insights are ultimately a form of customer feedback—audiences indicating …