With an understanding of the basics and investment (RoI) analysis for digital media planning, we get to the point where all of the research we have done till now and the objectives set in prior chapters will reach the intended audience for the first time. At this stage, the communications mix aims at designing the specific message to be targeted to chosen audience, the format and manner in which the marketer would want the audience to receive it. In the next and final part, once we have dwelled upon the basic communication concepts, we would get into a deeper understanding of the kind of channels which marketers have at their disposal for executing the communication and the ones which are most beneficial for a certain kind of promotions mix.
Figure 6.9 Right Metrics Summary by Marketo
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