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Study: Brands must go digital and join the dots
SUMMARY: Online marketing will help shape 80% of consumers' discretionary spending by 2015, according to a Gartner/ExactTarget study, which suggests brands should focus on developing "hyper-connected" sales and marketing strategies. The brands that move away from single-channel campaigns and find ways to combine tools such as e-mail, social, search and video are expected to experience the biggest payoffs, according to the Marketer's Guide to Multichannel Campaign Management.
This article explores the importance of brands needing to integrate their marketing campaigns to reach their consumers. Brands need to move away from single channel campaigns. Consumers are harder to to reach and with all the advertising/promotional clutter brands messages are reaching consumers. To ensure that their campaigns reach as many people as possible and their brand gain exposure and awareness brands need to integrate their communication channels.