Q&A: Ikea's Alia Kemet on cross-media strategy

This article relates an interview with IKEA's director for media (US), Alia Kemet, who rejects the idea of siloing media in favour of a total space for consumer engagement.

Q&A: Ikea's Alia Kemet on cross-media strategy

Ken Beaulieu

In positioning itself as A content brand, IKEA has "stopped speaking" about media in terms of traditional versus digital, preferring instead to embrace a holistic customer engagement strategy, says Alia Kemet, U.S. director of media at IKEA North America.

"The world we live in has become digitized and the impact of having everything at your fingertips means it is crucial that marketers build strategies across all media within the sphere of an immersive digital existence," Kemet points out. "We are creating tactics as simple as tagging television campaigns with digital calls...

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