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Optimizing individual channels is just the starting point. The true value lies in understanding attribution of individual channel and synergies among them.
Internet represents a chain of touch points with the potential customer. They come in many forms and across multiple devices. While following the internet user from online research to online purchase with the exactly appropriate messaging to its browsing behavior might seem challenging, it represents a complete change in how we can execute advertising campaigns.
The presentation held at Webit 2013, shows an example and benefits of advertising across channels, that enables reaching the potential customer on multiple occassions within his journey to purchase.
Maruša is a Chief Marketing Officer at Httpool, cross channel ad network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.
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