Do you know your audience?
If you’re selling a cross-platform brand, can you articulate the differences between your online/offline audiences? Are they different people? How many of them consume all of your products v. simply via one channel? How do they use the different channels? Do the demographics skew differently for your online v. print Entertainment sections? Have you gone beyond demographics online to understand the psychographics (or at least the interests and behaviours) of your audience?

 If you can’t answer these questions, it’s time for a meeting with the research department. Only by understanding how the various pieces of your brand puzzle work will you be able to determine the most interesting, innovative and appropriate solutions for advertisers.

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