CMO audit series, Part 3: Media channels (it’s not what you think)

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Driving long-term growth through media channels has changed dramatically, and we are seeing a huge shift in media’s role in propelling growth. As someone who has been in this industry for over a decade now, I’ve come to realize that the only constant in our industry is change. Change has been great for agencies who can keep up and clients who can stay ahead of their competition.

There is a big difference, though, in small iterative changes in our industry and giant shifts that completely change the game for companies looking to push growth through media channels. I believe we are going through one of the greatest shifts in performance media of our time.

In this post, we won’t be looking at what channels you’re advertising on and where you should consider optimization or expansion. Instead, we’ll audit your channel philosophy and explain the key to getting ahead.

Let’s start by looking at where media channels have been.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Scott Rayden is the Chief Revenue Officer for 3Q Digital, a Harte Hanks company, and is responsible for leading marketing, sales, and the overall revenue growth of 3Q Digital nationwide. Scott spent the past 7.5 years as the Founder and President of iSearch Media, a leading digital marketing agency focused on consumer behavior, search marketing, analytics, and data visualization. iSearch Media was acquired by 3Q Digital in 2014. Scott brings 14 years of experience in digital marketing, management, M&A, and business development to 3Q Digital. Prior to founding iSearch Media in 2006, Scott worked at Quinstreet and LeadClick Media (acquired by First Advantage for $150MM), two of the largest digital marketing agencies in the country


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