CMO audit series, Part 3: Media channels (it’s not what you think)
In part 3 of a series, columnist Scott Rayden takes a look at how ad tech has changed the game for our industry and outlines three core areas that will impact your ability to drive long-term growth from media channels.
Driving long-term growth through media channels has changed dramatically, and we are seeing a huge shift in media’s role in propelling growth. As someone who has been in this industry for over a decade now, I’ve come to realize that the only constant in our industry is change. Change has been great for agencies who can keep up and clients who can stay ahead of their competition.
There is a big difference, though, in small iterative changes in our industry and giant shifts that completely change the game for companies looking to push growth through media channels. I believe we are going through one of the greatest shifts in performance media of our time.
In this post, we won’t be looking at what channels you’re advertising on and where you should consider optimization or expansion. Instead, we’ll audit your channel philosophy and explain the key to getting ahead.
Let’s start by looking at where media channels have been.
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