Connect with the insight
Jim Taylor G2
Using the right touchpoints in the right way can be aided through Connection Point Insight that tracks key opportunities to influence consumer behaviour
For most people, integrated channel planning is not so much communications planning (which is message merged with media, through-the-line), as it is about what the right communication channels to use are (the media side) through-the-line.
Is this a noble objective? Is this useful? My view is, yes and no. On its own, a dry and somewhat technical view of when and where to reach a consumer and shopper target,...