How 10 Agencies Are Adapting To Recent Market Shifts

By Donna Robinson / February 23, 2022

Business leaders expect to make many difficult decisions to help their companies succeed. What they can’t anticipate, however, are the actual market shifts their organizations will inevitably face.

Unforeseen circumstances—such as the Covid-19 pandemic, the Great Resignation or even the ever-growing social awareness of a younger generation of consumers—can present real-time challenges that companies must address quickly and in the right way to ensure their continued survival.

Below, members of Forbes Agency Council explore different ways agencies are adapting their outreach and offerings to better accommodate market shifts in 2022.

10. Grouping People Into Audience Segments By Behavior

We are shifting away from grouping people into audience segments by demographics. Instead, we are focusing on how people behave, such as their stage in the sales cycle or propensity to convert. By integrating first-party customer relationship management data with media performance and site engagement data, we can run our own analyses to determine how to group and target individuals beyond just their demographic info. – Donna Robinson, Collective Measures

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