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dentsu news Setting goals It’s a given that the pandemic has disrupted every aspect of our normal life. However, in the case of digital, it has not been necessarily disrupted, but accelerated. As a business, we had always planned to build out digital as a service, but the pandemic resulted in a huge shift in marketing budgets – almost overnight. Digital budgets went from contributing less than 2% to overall marketing budgets to now taking up more than 20% of the pie. Anticipating challenges The biggest hurdle for a third-world market like Zambia is finding the right skill set. In 2020, marketing consultant Alberte Touani shared a quote by Mike Berry in which he outlined the lack of understanding of the benefits of digital marketing in both small and large markets: ....