Growing your marketing  footprint into a number of different channels offers huge potential when it  comes to getting your message heard, understood and acted upon. Even without the incidence of a global  pandemic, consumers have for some time craved a blend of digital and  non-digital experiences with brands.  As  a consequence they are more likely to spend more with a brand that they not  only trust, but that also uses those channels that treat them like individuals  rather than faceless groups, picking up on preferences and how they like to  receive information.  Paul Dalton Borge, Chief Executive PACE – the practice at Four Communications dedicated  to performance, activation, creative and  engagement),  tells us more.

The  Advertising Landscape

Digital is agile, forensically targeted, and trackable - at a time when every penny of marketing spend counts.  It is accountable and measurable in a way that many other channels simply can’t compete with. Add to this the fact that we’re all spending enormous amounts of time online in every sense – from our smartphones to watching smart TV - it is, by default, the most effective way to reach people with your destination marketing.

Subsequently, we are seeing place marketing clients not just invest more in digital, but ‘up their game’ in areas like marketing automation, data analytics, digitally-derived audience insights and marketing intelligence. The complexity and sophistication of digital marketing now means that any marginal gains in performance across the customer journey can make an enormous difference to the success of a campaign and the bottom line.

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