Switching off TV, turning on touchpoints: New ways to communicate in a new world

Bird, Jon

Practice paper

Switching off TV, turning on touchpoints: New ways to communicate in a new world

Jon Bird

Journal of Brand Strategy, 5 (3), 266-274 (2016)

https://doi.org/10.69554/WKOU6453

Abstract

With the proliferation of media platforms and the general decline of television viewership, marketers must reallocate investments into high-impact touchpoints. This paper explores how brands can shift spending to new creative vehicles while still optimising programmes with proven success.

Keywords: shopper marketing; marketing communications; integrated marketing communications; path to purchase; media consumption; media fragmentation; mobile; smartphones; shopper behaviour; shopperstates; 70/20/10 Rule.

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Citation

Bird, Jon (2016, December 1). Switching off TV, turning on touchpoints: New ways to communicate in a new world. In the Journal of Brand Strategy, Volume 5, Issue 3. https://doi.org/10.69554/WKOU6453.