At this point in the process, you should understand your firm’s business goals, have researched your audience and have developed an overall strategy for your brand.
At this point in the process, you should understand your firm’s business goals, have researched your audience and have developed an overall strategy for your brand. You should also have selected the best techniques to reach your audience so you can deliver appropriate messages at the appropriate frequency using the appropriate resources. In addition, you should have determined how to measure results against your goals.