Getting the best from multi-channel campaigns
Peter Field
Hardly a month goes by without some organisation or other warning us that our brand will die if we don't integrate the latest communications development into the campaign plan. If it's not interactive TV, it's mobile media or user-generated content, or perhaps social networking. And of course to fund this communications cornucopia we are told to cut TV because TV commercials are supposedly no longer effective. So this article takes a look at the recent effectiveness case studies of the world that have used multi-channel campaigns, to see what can be gleaned...