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As the digital marketplace becomes increasingly complex the need for a cohesive paid, owned and earned strategy is essential to achieve most marketing goals. Outlining the benefits of each tactic, and specifically the benefit when used together, to your stakeholders could be the best bet for buy in when recommending a singular or multi-tiered approach. Being diligent with working and non-working dollars can help optimize your mix of paid and organic efforts. Additionally, careful planning on a regular cadence can help prioritize messaging and platforms. Starting with objectives and moving through process and execution we’ll discuss key factors for outlining your strategy.