Artūras Kokoškinas: kodėl kampanijai reikalinga žiniasklaidos priemonių kombinacija?

Vakar beskaitydamas "Search insider" blogo įrašą apie tai, kodėl integruota strategija yra teisingas sprendimas, užkliuvau už įdomaus komentaro į jį:

• Multiple media, used correctly, will outperform any single media every time. Jay Levinson (the guy who invented the Marlboro man) has said for years that it takes 9-12 touches before anyone will act on your behalf; and that any one particular target market member might see 1/3 of your outreach attempts. So, the math is easy (even for us marketers!); it takes 27-36 outreaches before you touch anyone 9-12 times. Doing over multiple channels works better, IF the touches are branded strongly enough that each one is recognizable as coming from the advertiser--poorly branded touches don't count.

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