Can you relate?

It's not about the channels. Marketing (not social media) is about the audience.

Thanks +Daniel Waisberg for sharing this!
Should campaigns be media-driven, idea-driven or analytics-driven?

Planning campaign strategy is becoming harder and harder. We have multiple channels, multiple devices, and multiple languages; how is one supposed to build a campaign?

I believe campaign building should follow a process where you first think about a great idea, than find the most appropriate channel, and then figure out how to measure based on the channel's possibilities. But if you have data for previous campaigns, analytics could be used as part of the idea process. As +Tom Fishburne writes:

"Sometimes marketers forget that media platforms are enablers to big ideas. They aren’t the big ideas themselves (...) a campaign strategy is built on big ideas that take advantage of the best media channels to bring those ideas to life."

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