How to develop an effective multichannel advertising strategy

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

How to develop an effective multichannel advertising strategy

Sue Elms

Jump to:Definition | Where to start | Essentials | Checklist | Case studies | Further reading

Engaging with consumers in a complex media landscape is hard, especially when the map is constantly changing. It is vital for marketers to be well-informed, in a media neutral way, about the media choices available to reach their audiences, for their purposes. Staying rooted in the real lives of their consumers provides "True North" for navigating the shifting landscape.

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