There’s an art to mapping out this journey, friends – a true ability in being able to efficiently use a media budget, refine targeting and reach audiences across spot-on platforms and channels.

Often, teams have too much reliance on traditional media – not meeting business decision-makers where they are today. We see media run by companies that don’t quite understand the target audience in-depth and treat the work too much like leisure and traditional tourism media buys.

There is a strong need for cohesive digital media that is creative, integrated with new technologies and optimized for performance. Otherwise, it can be a bumpy road of poor performance, higher costs, disjointed media, and a lack of insights.