An evaluation of cross-channel media strategies

Identifies three key barriers that marketers must address to execute scaled, person-level cross-channel strategies and aims to provide a framework to help marketers decide when these types of strategies should be considered for brand marketing plans.

Media strategies for multiscreen viewing

This article is part of a series of articles on media strategies for multiscreen viewing. Read more.

Traditional cross-channel strategy, namely the use of each media channel for a given strategic brand purpose, is not a new concept in the industry. It wasn't long ago when developing a brand engagement approach was straightforward and required simpler choices. At that time, the underpinning of strategic decision-making was built on data, just as it is today, but the main difference is the level of granularity that was available then and now. The depth of information...

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