November 2017

I know, here I go. Showing my age. My staff is giggling at me as I write this blog.

But I have to say it - In today's media environment successful campaigns must incorporate a healthy mix of traditional and digital media. We just can't afford to go all in on digital and nothing else as support.

I continue to be an avid believer that a consistent message across a variety of channels will always improve consumers' purchase intent and brand perception. In fact a recent MNI survey showed that combining digital and print (as one example) raised awareness of brands by 96%. That's pretty significant, don't you think? As well, a combination of mobile, TV and print also emerged as a very strong driver of greater brand consideration.

And believe it or not, polling data continues to show that consumers still trust print over any other medium. Because so many of us make purchases online, marketers can take advantage of this trust (and of the high ROI that print ads can deliver) to drive sales online as well as offline. A clear, consistent and media diverse strategy should drive any marketer's ad placement decision.

What do you think?

Joe Bouch
CEO, 78Madison

78Madison is a full service marketing communication firm - advertising agency - located in Orlando/Altamonte Springs Florida.