Stop thinking in channels. Start thinking in journeys.
Your customer does not experience a media plan. They experience a brand, one interaction at a time.
Start with the decision
Before choosing a platform, understand what someone needs to believe before buying. Map the questions they ask, the obstacles they face and the moments when they are ready to act. The useful journey is rarely a straight line.
Give every touchpoint a job
A short video can create familiarity. Search can answer a specific question. A landing page can make the offer clear. Email can help someone return. Each touchpoint should carry the same promise while doing a different job.
Measure the connections
Look beyond channel reports. Review what happens after the click, how audiences move between touchpoints and where people lose momentum. Agree on a small number of business measures before optimising individual platform metrics.
Make learning part of the plan
Build a regular rhythm for reviewing creative, audiences and conversion. Keep a record of the hypothesis, the change and the result. A connected approach gets stronger when the learning from one channel improves the next.