The future of strategic thinking in marketing communications

All businesses need strategies to help with decision making. But in this fast-paced world strategic thinking has to adapt to keep advertisers ahead of the game. Marco Rimini assesses which types of strategies are best placed to guide brands in this new media world and gives pointers so companies can ensure they are on the right track.

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Internet penetration rose to 63% in Dec 08 according to the latest Comreg figures. Of all those accessing the net, only 24% do so at work, compared to 82% at home. Laptop ownership is driving the increasing reliance on mobile broadband devices.

30% of adults in Ireland rely solely on a mobile phone and have no landline, with this figure rising to 45% among 25-34 year olds.

Region : Europe

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