Reaching the always addressable customer: The terms, tactics, and technology needed for a smart cross-channel strategy

This article offers practical guidance for developing a digital campaign strategy that targets an audience as they move across channels.

Reaching the always addressable customer: The terms, tactics, and technology needed for a smart cross-channel strategy

Kelly Wenzel

With each passing month, it's abundantly clear that digital ad spend will likely exceed the already bullish predictions for 2015. TV dollars are shifting to online video. The mobile movement is well underway with spending expected to surpass desktop this year. People of every generation and in every phase of the purchase funnel are spending more time on more screens than ever before — and where people go, brands must follow.

Today's consumers continuously move from one screen to the next. In...

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