Connect with the insight

Integrated channel planning is more than a dry, technical view of when and where to reach a consumer and shopper target, through-the-line, It should be one of several inputs, alongside the idea, the objectives, tasks and category trends.

Connect with the insight

Jim Taylor G2

Using the right touchpoints in the right way can be aided through Connection Point Insight that tracks key opportunities to influence consumer behaviour

For most people, integrated channel planning is not so much communications planning (which is message merged with media, through-the-line), as it is about what the right communication channels to use are (the media side) through-the-line.

Is this a noble objective? Is this useful? My view is, yes and no. On its own, a dry and somewhat technical view of when and where to reach a consumer and shopper target,...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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