Your audience may encounter your brand through a news article, a social post, an event or a search result. Each touchpoint should feel connected, while respecting the way people use that channel.
Begin with an audience insight and a specific objective. Then define the central idea, the evidence that supports it and the action you want people to take. Channel selection follows those decisions.
Measurement should follow the same logic. Reach can reveal exposure; engagement can indicate interest; enquiries and other relevant actions can show progress toward your objective. Review the signals together before changing direction.