ChannelGuide

Be channel agnostic. Consider every channel, every time. Don't be seduced by the apparent benefits of digital at the expense of exploring other modalities ... 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.

(Really) understand the word.

wholeypiebatman.com ... a resource for marketing communication professionals and small business owners who want to cross the channel divide without drowning

Think about the experience you want (and need) to give your stakeholders to achieve your business goals ... and remember their pathway is not linear.

Digital / browser-based

Mobile, 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 ...

Environment

Billboards, noticeboards, vehicles, point of sale, shopfront, graffiti, playable posters, pop up shops, cinema advertising, office buildings, equipment, ...