So far our “planning an effective modern marketing campaign” series has explored the preparatory work necessary for creating a potent marketing campaign. Our posts on developing a buyer persona for your target audience and setting marketing campaign goals cover the first pass of the DISCOVER stage. Today we delve into the CREATE stage of campaign planning as we discuss how and why to identify the right mix of paid advertising (both digital and traditional) and earned, owned, and shared media for a successful integrated marketing strategy.
