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Integrated digital agency Digitas UK, in partnership with The Marketing Society, have today launched their report, ‘The Impact Balancing Act’ which summarises research conducted with 400 senior decision-makers from across Financial Services, Travel, Health and Retail sectors.

Key data from the report highlights current leadership priorities and offers an in-depth exploration of how marketers can navigate the complexities of modern marketing to achieve significant commercial and cultural influence.

Some of the key findings include: 

• 86% of business leaders agree that prioritising both commercial and cultural impact is essential, with marketers recognising the need for a balance between short-term activations and long-term brand-building exercises.
• 72% of businesses find demonstrating the value of cultural impact to be the most challenging aspect; as societal and environmental initiatives often don't immediately show how they move key business metrics.
• 46% of business leaders view investing in technology that delivers on both commercial and cultural goals as the top priority for 2024, reinforcing the belief that tech is a major driver of impact.
• Nearly 79% of business leaders agreed that the shift towards the digital landscape was the most positive factor for 2024 

The report provides useful insights for marketers across adland on how businesses can optimise their digital offering in order to drive long-term growth and success, among many other strategies. 

Readers can view and download the report .