Where does Collaborative Marketing fit in the media mix?

By Michael Feeley

While it can certainly be a demanding process to organise and manage, brands shouldn’t be too quick to ignore a collaborative approach to marketing. Instead – consider for a moment that the consumer is the media channel, and you’ll start to see how Collaborative Marketing slots very comfortably into your media plan.

By facilitating a continuous two-way dialogue between brand and consumer, Collaborative Marketing champions on and offline word of mouth and fuels consumer generated content. By weaving this into more traditional Read full story ›

Source: The Drum