Be channel agnostic. Consider every channel, every time. Don't be seduced by the apparent benefits of digital at the expense of exploring other platforms ... each has its own merits and costs.
Every organisation should have its own way of viewing, prioritising and using channels depending on its business goals and the experience it wants (and needs) to give its stakeholders.
This requires a bit of time and thinking, but it pays to resist the time-poor temptation of borrowing another organisations' view. What works for them, won't necessarily work for you.
This requires a bit of time and thinking, but it pays to resist the time-poor temptation of borrowing another organisations' view. What works for them, won't necessarily work for you.
Digital / browser-basedMobile, social media, web, augmented and virtual reality, dynamic forms, search engine optimisation, video on demand, massively multiplayer online games, geo-spatial tagging, cloud, experiential laboratories, dialogue forums ...
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EnvironmentBillboards, noticeboards, vehicles, point of sale, shopfront, graffiti, playable posters, pop up shops, cinema advertising, office buildings, equipment, ...
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