Media neutrality vital in multichannel planning

Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, an industry figure has argued.

Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, an industry figure has argued.