In the marketing world, omni-channel – the ability to reach a consumer across one or many of a range of different media, but only the right media at the right time – is gathering steam.
But knowing which channel to use and when is a thorny problem that must be solved before a marketer can really perform omni-channel effectively.
According to Greg Anderson, MD of WPP-owned outcome-based media tech company Xaxis, that means two software processes must improve.
“I would say the two are probably most around measurement and planning,” he says in this video interview with Beet.TV.
