It’s not about digital or traditional, those don’t exist. Different channels do different things.
Integrated Marketing communications: how spreading budget across media compounds results |
A piece I wrote for Smartinsights covering the basics of integrated marketing comms.
Excerpt
"Lots of marketers will tell you that it’s possible to build a business using just online channels but that’s just not true and most of these people are selling tactical solutions, they may be good at what they do, but be careful. They reference examples such as Facebook, conveniently forgetting that Mark Zuckerberg and Facebook were all over US national television, gaining free coverage to tens of millions of people."
