A new study by Salesforce indicates that coordinating the timing between traditional TV marketing and digital marketing campaigns creates more value than running each campaign independently. Twitter was the digital marketing channel used in this study, however, the results could have implications for how all digital marketing channels should coordinate their campaigns.
Given the significant and continued growth in the number of people using a second screen (smartphone, tablet) while watching TV, the market for TV & digital campaign synchronization seems largely untapped. Brands should strongly consider a coordination tactic, and online advertising channels should invest more resources to ensure they have such capabilities.
Vincent Verdeschi
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