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by Ted Kohnen, Chief Executive Officer, Retina
Audiences live and work in an ecosystem filled with choices. They choose how, where and when they engage with a brand. They can choose what content they consume, what assets to share with their networks and, ultimately, where they find the greatest value from a brand. The challenge for B2B marketers is not only to identify the optimal channel mix at launch, but also stay on top of changing media proclivities and available platforms so the mix continues to deliver on both brand and demand objectives. A year ago, for example, B2B brands weren’t asking if they should be on TikTok. Now, the question is top of mind.