How should TV and social media be used to maximum effect?

This essay was the Silver winner in the Admap Prize 2017.

For more information visit the Prize page.

The term 'omnichannel marketing' captures the reality that it's not possible to maximise the effect of your campaign these days if you don't tie it together across multiple channels. Siloing your content within channels does your creative, your message and your brand a disservice. Indeed, in order to be successful, marketers need to skilfully conduct the interplay of multiple channels in unison to ensure that each channel brings its unique attributes to bear in amplifying the impact of a campaign. This, in turn, requires taking a bird's eye view of the media landscape in which brand campaigns operate, and this is facilitated by Big Data.