Media alignment
Tim GibbonElemental
Effective integrated marketing requires that offline and online channels are perfectly aligned as evidenced by Match. com's use of television, public relations, social media and online video
It's never been so important to understand the benefits of aligning above, below and through-the-line activity. It sounds obvious to say that different channels should be bought together so that they work seamlessly, but is it as straightforward as it seems?
Marketers can often lose sight of this, focusing almost exclusively on their digital assets (particularly social media channels), not bringing them into use properly, or not including...