Has digital media reached maturity as a brand building channel?
Marketing Week’s Language of Effectiveness survey shows more marketers believe digital is an effective brand building tool than offline. It would signal a seismic shift in perceptions but are some digital channels more effective at building brands than others?
Digital media has come a long way in recent years. An ecosystem once dominated by Google and Meta has evolved to not only include new players like TikTok, but the increasingly advanced digital offerings of broadcasters, outdoor media owners, radio and audio businesses and publishers.
With that evolution, marketers are increasingly reappraising digital’s role in their media mix. In the past digital was thought of primarily as a performance channel to drive direct response, while offline media had the older and sexier brand building channels.
