** Creating a media neutral, consumer centric approach

Consumers naturally use a mix of media, so brands must follow suit. 

In this lesson, you will examine the importance of taking a media-neutral approach to planning. Using practical exercises and industry case studies, you'll learn to create a communications plan around customer preferences and touchpoints, putting your customers and stakeholders at the centre of your planning process.

• About media neutral planning and its implications for communications planning and management
• To assess how to integrate digital marketing objective and evaluation into the overall marketing and communications plan
• To plan your communication around the customer preferences and touchpoints

Course of origin: DMA Postgraduate Marketing Diploma

This lesson is recommended for marketing leaders who want to build effective customer-centric communication strategies.

Level: Marketing leadership L7

Estimated completion time: 4 hours