The most important point about bridging traditional and digital marketing is that marketing is ultimately about retention, not acquisition.
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One of the most valuable sets, according to American Apparel's Thoryn Stephens? Each individual customer's lifetime value, something that can actually be measured.
The 65-year-old Dunkin' Brands has long used traditional marketing, but still fully embraces digital. They key to balance? Not just chasing shiny and new.
Display is a long way from dead. In fact, new technology is making it possible for traditional display to be more beautiful and engaging than ever with the introduction of hyper-targeted video.
Advertisers are allocating more spend to retargeting than ever before, and those who aren't are missing out on aiding customers in all stages of their journeys. But there are right and wrong ways to retarget.