Unravelling the Gordian knot of brand contact

The increasing availability and influence of different media provoke two major challenges: how different media influence consumers and how companies need to organise themselves to use it.

Unravelling the Gordian knot of brand contact

Frank Harrison

Of the many challenges facing marketers, one of the most intractable is simply deciding where the marketing budget should be spent. How much should be spent on TV advertising versus online? Shouldn't more be spent on 'buzz' marketing? What about YouTube, Facebook and Twitter? Should point of sale get more? What about experiential marketing? Marketers are spoilt for choice, but choosing between options is getting harder and harder. Without comparable data across contacts, decisions can be subjective and risky.

Brand managers need a quick and affordable way to assess all the...

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