As the number of digital channels grow, how can agencies create a cohesive cross platform campaign for their clients? Digital marketing agency bigmouthmedia and its sister agency LBi today released their joint white paper “Blending: digital channel integration – when 1 + 1 is more than 2”.
The paper looks at how, after years of dominance of individual digital channels as standalone marketing tools, now brands are increasingly keen to explore where the edges of the different digital disciplines cross over.
With a growing number of marketers feeling that digital agencies are too fragmented and specialised, there is a trend to adopt an integrated approach that pulls all of the threads together in a digital agency strategy.
The white paper, authored by digital experts across both companies, also lays out the challenges and benefits of a multi-strand approach, as well as clear strategic insights and the rationale and methodology behind implementing a blended approach.
Topic areas covered in the document include consumer behaviour, synergies between digital channels, agencies and consolidation, the benefits of an integrated approach and how blending works and what it means.
Phil Gripton, MD of LBi and bigmouthmedia UK, said: “Over the past 18 months we have detected a trend towards the consolidation of digital channels with a single agency, largely driven by consumer behavior. Brands are now more aware of the benefits of a successful blended approach, but many of them still balk at the challenge. I am confident that this document will help companies question current strategies and decide if digital channel integration is for them, and if so how and with whom to best achieve it.”
Download the whitepaper here: www.bigmouthmedia.com/brains
