29 August 2017
On the surface the formula’s pretty simple. The greater the reach of a campaign to a targeted audience, the more people become aware of it, and the more sales it generates. What’s missing from this equation is the fact all media impressions aren’t created equal. The amount of influence a single impression has on your audience varies significantly across each component of a media plan. As highly influential marketing activities like social media and Everyday Influencer marketing programs emerge in the media mix, it’s important to consider the impact influence has on product sales.