The fashion in which brands communicate has shifted dramatically since the advent of social and digital media. Back in the day, traditional mainstream media would reach large portions of a brand’s target audience while vertical media would tell the story in a more specific way to the people within a specific industry. Today, there is far less reliance on traditional media and brands have to bring a much greater degree of personalization to integrated marketing efforts. Rather than blasting out generic content to nameless, faceless “audiences,” marketers are now taking into consideration the actual people they are selling to and the different phases each of them are at on the buying journey.

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