Context is king for online brands

In this short article, Julian Smith, Insight & Research Director for MEC Interaction EMEA, shows how understanding the online context can aid communications planning.

Context is king for online brands

Julian SmithInsight & Research Director, MEC Interaction

As global investment in online media burgeons and new digital marketing practices emerge, advertisers face a growing set of challenges in delivering efficient and effective multi-channel brand communications.

Knowing how and where to integrate the internet is becoming harder as the channel grows more multidimensional, and successfully engaging connected consumers is less straightforward as they become more empowered by Web 2.0 tools and technologies.

To address these issues and thus facilitate integrated communication planning, MEC Interaction, working in collaboration with Microsoft Digital Advertising Solutions, conducted...

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