Tactical advertising: The secret of big strategy today lies in clever tactics

This article discusses how the movement of audiences from television to multiple channels, including social media, demands new tactics from brands.

Tactical advertising: The secret of big strategy today lies in clever tactics

Richard Barrett and Robert HockingInitials Marketing

In the US in the 1980s, an ad run on three television networks would reach 80% of consumers. Today some segments don't even consume media on TV. A Newsweek study showed the average digital native cycles through 27 media outlets every non-working hour.

So it is not surprising that more companies are looking to deploy marketing's special forces to deliver a tactical, real-time response that cuts through in a multi-screen world. Today's restless consumer is a moving...

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