Media alignment

The benefits of aligning above- below- and through-the-line activity, so that they all work together seamlessly have long been well known, but achieving this is never as straightforward as it seems.

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...

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