Whether your business involves Consumer or B2B products and services, changes in the digital marketing landscape continue to expand the potential role digital activities can play in your media outreach. Newer tactics such as retargeting campaigns, contextual advertising, programmatic buys, chat bots and other ways of engaging with customers certainly make digital activities as complex as anyone would want to manage.
To maximize effectiveness of an advertising media plan, one of the basic questions still remains: Should you place greater emphasis on digital initiatives today? Or should you continue to allocate a significant share of your budget for traditional activities such as print advertising that you have used in the past? What is an appropriate mix? The balance of this article provides general thoughts on that central issue.