How marketers can improve their impact and influence

From data hacks and the Cambridge Analytica scandal to ad bombardment, influencer fraud and brand safety issues, the crisis of confidence in marketing remains a persistent concern.
Public perceptions of advertising, for example – granted it is just one aspect of marketing – have been in decline for decades; from a 50% favourable perception in the early 1990s to just 25% in 2018, according to statistics from the Advertising Association (AA).
Marketers’ influence and reputation i