No single medium is as strong as the combination of media
Alexandra Leeming's insight:
As the article quite rightly states "no single medium is as strong as the combination of media". In todays market, brands need a collection of media, it is no longer sufficient to rely on just social, or television, or mobile, or experiencial mediums. It is a combination that will create brand impact and consumer engagement with your product offerings. It is possible in the short term that brands can get away with focusing on one medium of communication such as a tv or display ad, however it is the ongoing social chatter and conversations about the brand that ads value and keeps the brand alive and rich. Expanding communications over more media increases the reach of information to consumers and as trends for example in the social media market change, facebook becomes less popular and is superseded by twitter and tumblr, brands need to be aware of this to shift their focus with their consumers. In engaging in consumers interests and creating conversational topics about products, brands are able to engage more with their consumers more effectively as opposed to relying on one source of media which my not be the most appropriate.
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