There’s a great mistake brands make when it comes to advertising. And, it relates back to the word itself: “Advertising.”
Many want to “do” “advertising” without really understanding what they are doing. You’ll hear companies say they “do” radio or they “do” digital. But, when you’re advertising, what are you really doing? You’re communicating. And, communication is not specific to any one medium.
In the omnichannel, screen-agnostic, media-saturated world we live in, consumers are acclimated to receiving messaging through many different media. With reference to offline media and online media, one can’t simply think of communication as tied to one or the other. Rather, the combination of the two is greater than the sum of its parts.