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How brands can thrive in 2023: marketing effectiveness in a changing world

The Drum Studios | Jan 9, 2023

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As we head into 2023, key macro changes are shaping marketing and advertising decisions. APAC marketers believe that the fragmentation of digital users, measuring effectiveness and shoppertainment will be at the forefront. At a recent roundtable discussion hosted by The Drum and TikTok on how brands can thrive in 2023, industry specialists discussed the trends, opportunities and challenges that marketers face. The discussion, moderated by Balendu Shrivastava, head of measurement, APAC at TikTok, also explored how TikTok has become a preferred channel for marketers to generate business outcomes due to its unmatched product discovery, effective brand building and sales uplift.