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Stop paying for ineffective reach – not all connection is created equal

Published marketingmag.com.au

What’s the point of reaching millions if your message remains unseen, unremembered and the audience is left feeling less than compelled? ThinkTV’s Rowena Newman explains how to ensure that your campaign reach is truly effective.

Being a marketer over the past 20 years working on some of the biggest grocery and pharmacy brands in Australia and overseas, I know first-hand that audience fragmentation has been one of the hallmarks – and headaches – of brand planning across the last decade. Building ‘reach’ for your campaign is just as critical as ever it was, but the breadth of media channels now available means that marketers need to be thinking about effective reach.

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