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Fragmentation is not something decision-makers seek, but synergy is. Maximizing ROI is something that applies to the whole budget, not just one medium. Communicators are trying to find the “Goldilocks” allocation to media where everything is “just right.” Unfortunately, this allocation will always be changing, because the marketplace will always be changing as well. Competitive actions, technological change, innovation, targeted geographies, consumer preferences, and other factors, are dynamic, so skills in creating optimal media mixes are bound to be sought aggressively by agencies and marketers alike.
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