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Are Media Plans Aligned With Consumers? Or ‘Are You Lost in the World, Like Me?'

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By Chet Dalzell

Old media habits die hard — well, maybe on Madison Avenue.

I’m a huge fan of integrated media strategy — that’s what it takes to connect with consumers. As I heard one brand marketer say this week about the customer, “Look, she’s complicated.” Meaning the amount of brand interaction points have exploded, the paths to purchase are many, and ensuring a consistent, seamless consumer experience is not easy.

But I wonder if our ad spend, as marketers, is truly reflective of where consumers are increasingly spending their time? Are we in the ad industry in catch-up mode, or are we finally in-sync? Not yet.

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Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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