On Episode 91 of Borrell Associates’ Local Marketing Trends podcast, hosts and sought-after advertising analysts Corey Elliott and Gordon Borrell pose a challenging question: if every media company is selling the same digital marketing products, doesn’t that make them lower-margin commodities? And if so, doesn’t it make sense for media companies to put an emphasis on O&O inventory?
To help answer that question, Corey and Gordon invited Frequence President Oliver Jacob to join them in a discussion about the effectiveness of omnichannel marketing, and how an omnichannel strategy can enable media companies to sell more O&O inventory. The three discuss the subtle but crucial differences between omnichannel and multichannel, the research and data that’s shown the effectiveness of omnichannel marketing, and how it’s critical to find the right technology partner to help streamline operations while at the same time increasing revenue.
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