Many brands have spent the past few years rushing to every new channel that pops up, without a clear purpose or goals. Today, brands are refocusing on their core message and looking at the channels strategically in terms of the audience and message they want to get across.
Jim Zdancewicz, Head of Creative & Content Production for eBay Enterprise, recommends that brands “pick the channels they feel have the best chance of exposing their brand in the right way and expand that from there”. For Zdancewicz, there is a risk in thinking that every single channel is relevant. “Don’t go too broad too early, you risk watering down your message or losing control of your message”.