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06 January 2021
Why the ‘availability duo’ needs to become a trio
Accountability, C-Suite relationsDigital media planning & buying
The concepts of mental and physical availability are easily grasped but a lack of detailed marketing knowledge in the C-suite, and a lack of nuance in language, means that a third “availability” should be added to improve understanding.
What is it and why is it needed?
James Hankins, Founder and Consulting Strategist at Vizer Consulting, proposes that “digital availability” can help get beyond the potential “framing problem” of physical availability which non-specialists may regard as being in-store and not including online.
It is, he says, “about driving penetration growth of the availability concept: better thinking and better marketing helps everyone”.
Further, since many digital-availability channels and routes to market are more akin to merchandising models than advertising models, budget and structural implications become clear.
Just like physical availability, a true cost-benefit analysis still needs to be done for digital-availability channels to make financial sense.