Anyone interested in creating a message for mass consumption knows there are a lot more channel options available today, and that audiences, more or less, expect you be on all of them.
For people in both broadcasting and marketing, having to reach people on multiple channels is a complication – an expensive, disruptive headache – they didn’t have 10 years ago. While most now concede the new reality, and some have made good use of the expanded media landscape, very few have grasped its real potential.
Those that have succeeded at leveraging their message effectively and efficiently across multiple channels, or created truly integrated campaigns, have done so through solid planning.