In the report, Rob Shaw, Jaywing CEO, comments "The sharp turn to digital comes as no surprise in an uncertain time as marketers seek to take positive action and focus on more immediate and measurable outcomes. However, it’s crucial that marketers regard brand as an integral part of all of their marketing activity and the channel for delivery as the right one for the message and audience. Digital does not solely equate to tactical or sales activation.
What’s more, with every quarter comes further advances in technology and those investing in intelligence and automation will see the greatest opportunities to refocus their cost base. While AI is still in its early stages, and many marketers may still be unsure of where to invest, those that do will find that they very quickly have significant choice about how to deploy their resources in future, giving them a platform to work from that will put them far ahead of those that don’t."