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Costantino Papadimitriou, Forevermark’s senior vice president and CMO, sat down with JNA to share his insights into developing digital marketing initiatives that effectively meet buyers’ modern needs.
How would you differentiate digital and traditional marketing techniques?
Whenever we talk about new initiatives, we always think of the 360-degree consumer approach and look to dial up or down, if needed, ATL (above-the-line) and BTL (below-the-line) marketing, all aligned to the key objectives for each campaign. The line between digital and traditional campaigns is increasingly blurring, so ensuring a 360-degree approach to communications and creating a continuous online-to-offline consumer experience is key.
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