Brands that leverage the symbiotic relationship between their offline and online investments increase consumer engagement and reap higher returns than those that don’t. With the growth of social media, avenues for online conversations have increased exponentially—and brands that plan ahead to anticipate the conversations, engage the audience and create community are priming the pump to maximize their ROI.
If you plan timely, you can add an online component to your TV presence:
Do you pre-seed the ad copy?
Do we create an online community?
Do you prime search engines?
All these things will demand foresight, agency cooperation, internal stakeholder cooperation and the like.
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