As media planners, we recognize that the audience we’re trying reach with our messages isn’t standing still nor are they only limited to a single media channel. Instead, consumers shift between media channels all day long, including both traditional and digital realms. By understanding the different consumer “touch points,” savvy marketers are able to better predict when and where they can place their messages so they get in front of the right consumer at the right time.
As marketers, it’s paramount that we create media plans that allow us to reach our target consumers no matter where they go. And that often means thinking ahead about what draws and holds consumers in the first place: what is it they are searching for and where will they think to look for it?
In this column, I will explore how digital advertisers can use these different channels to best reach dynamic audiences. This month, let’s look at the challenges and benefits of using digital video channels like YouTube to drive brand awareness and site traffic.
Retailers understand the importance and potential of omnichannel marketing, but implementing it is the hard part.
While CTRs may have worked in the 1990s, and still do have a place in email marketing, when it comes to banner ads, they’re not your friends when it comes to measuring ad effectiveness. But what other options do we have?
What can marketers gain from collecting and integrating touchpoint data into the CRM system?
The past month has been filled with big management changes at Twitter, Taco Bell, PayPal, Havas Worldwide, DigitasLBi and Google.