How to develop an effective multichannel advertising strategy

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

How to develop an effective multichannel advertising strategy

Sue Elms

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Engaging with consumers in a complex media landscape is hard, especially when the map is constantly changing. It is vital for marketers to be well-informed, in a media neutral way, about the media choices available to reach their audiences, for their