Brand contact points

The goals of this chapter are: To understand the principles of brand contact points in media strategy, to understand the key terminology used in media planning, to recognise and be able to set media objectives, to know how a media plan is developed,...

62p koxih_kothogmih7 29-09-2020 28 4   Download

Omnichannel marketing is about being present or available across the consumer’s behavioral path: each potential contact point integrated with all others. The concept started in the retail sector where this behavioral path is easily tracked across online, offline and mobile touchpoints (both marketing and transactional). The digital arena will represent the first stage of more brands adopting an omnichannel mindset, as social and mobile data sources are blended with offline brand experiences.

9p docvachiase 03-05-2013 60 6   Download