If you play a hand in your company's marketing efforts or sell traditional media, there's a study worth paying attention to for two reasons:
- You can't ignore the impact traditional media will have on the success of an integrated campaign.
- Media Snacking will continue to impact the success of a campaign that's not integrated.
A recent survey by KMPG International cites the importance of TV, Radio and Print in reaching consumers, even with all the advancements in Digital and digital marketing. Traditional Media is still considered best for reaching mass audiences.
In all of the media related workshops I conduct, I emphasize that all media works; it's just knowing how to use it and understanding how your audience uses it. In addition, understanding the impact Media Snacking has on building frequency for any marketing message. Therefore, you should advise your customers to consider integrated solutions to maximize what success might look like for them.
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Kim Willoughby is a Senior Consultant for The Center for Sales Strategy