Jed Mole says, “Back in the pre-digital era, marketing was so much more straightforward. 

You needed great creative for a memorable TV ad, but then it was a case of buying time on the one or two commercial terrestrial channels and maybe of reiterating some messaging in direct mail, print and/or outdoor display. Simple.

It’s different now. The marketing landscape is increasingly elaborate.

TV alone has become considerably more complicated and that’s without considering the online, mobile and social mediums.

Today, brands need to be smarter and have a vast amount of data at their disposal to help them do that. This presents a challenge, but also a significant opportunity.

The marketer can now reach consumers across a number of touchpoints, and as such their craft must now be targeted, integrated, measurable, and should increase the propensity to purchase“.

How marketers can use emotional appeal in a cynical multichannel world

‘Econsultancy’ Blog

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