Brands can no longer ignore the role social e-commerce plays in their media strategy and need to be prepared for the influx of social e-commerce partnerships and opportunities, writes Kantar’s Pablo Gomez.

As a decade of media evolution took place in just a few short months last year, 2021 is bringing new challenges and opportunities to media and advertising as we navigate different phases of the pandemic across Asia-Pacific. And marketers still have the difficult task of positioning their brands to appeal to new and constantly changing consumer needs and values while managing new media usage habits and smaller marketing budgets.