Convergent Media in an Omnichannel World
February 25, 2013
Executive Summary
As consumers' media consumption evolves, brand marketers must be increasingly strategic in layering media messages across channels, to ever-more targeted segments. Jennifer Kasper, group vice president, digital media and multicultural marketing at macy's, shared how Macy's leverages paid, owned and earned media across all channels and effectively communicates its brand and promotional stories to its core customers, as well as millennial and multicultural audiences.
View video below.
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