Why marketers need to join up the blurred lines between digital and analogue media

Jane Ostler

Looks at the role formats have to play when engaging with Generations X, Y and Z and how to get the balance right between high-reach and targeted media.

Brand Loyalty in the Digital Age

This article is part of a series of articles on building brand loyalty in the digital age. Read more.

The line between traditional and digital media is now so blurred that we can hardly distinguish between the two. We are nearly at the point when digital engulfs most media channels, and it becomes… just media.

In some markets, this has already happened. Although traditional media still accounts for around 67% of spend globally (source: GroupM), the UK, for example, is a more advanced market that has reached the tipping point, with 56%...

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