Relying on one platform or channel to reach your audience is guaranteed to be an unsuccessful strategy. However, generating unique content for each medium can be highly inefficient.  The solution: repurposing your marketing content to be placed through each channel.

I’ve written before about email marketing and how it remains an effective element of marketing strategy, even while seeming a bit outdated in this age of dynamic digital advertising. Direct mail can also provide a boost to a campaign’s ROI.

Influencer marketing is arguably a form of programmatic marketing, in that an influencer’s audience and reach is already distributed on various platforms at the same time. Additionally, once your influencer has created their endorsement you can spread that message programmatically.

Through the COVID pandemic, consumers grew accustomed to new standards of service from the companies they do business with. More innovative brands offered conveniences and processes that helped ease the burden of lockdowns and quarantines, changing customer expectations going forward.

The constant news of emerging digital technologies and multiplying streaming platforms can easily crowd out our attention to traditional media. New frontiers in online, digital, and mobile marketing often distract us from the continuing effectiveness of the tried-and-true media channels.

One classic method of audience targeting is based on generational attributes. I believe this remains useful, since consumers of different age ranges (on average) continue to consume media in different ways. However, I have noticed a growing convergence of behavior.

I’m often asked about how to balance traditional and digital media within a given media plan. There isn’t a quick or easy answer, especially in this time when both the media landscape and consumer behavior is changing faster than ever.

Google announced last year in a blog post that they are building a ‘Privacy Sandbox’ solution that will keep data on a user’s browser, rather than storing it on servers. This new solution is expected to roll out in 2022.

Flexibility has been a driving component of 2020 media strategies as we all work to navigate the difficulties brought on by lockdown orders or an ever-changing array of advertising outlets. I’ve pushed my team to be prepared rather than reactive.