Customer journey management has become a strategic management task in recent years, so it’s a matter for the boss. Used correctly in the context of digitalization, customer journey management can achieve substantial increases in efficiency.
The quantitative performance indicator “reach” is always included as a factor in media planning. And so far, reach has steadfastly endured, despite the upheavals of digitalization. But in the omnichannel world, is reach (still) fit for use when it comes to managing paid media? Here are some ideas based on our experience – with tips from media research.