When you stop thinking in terms of traditional and digital, the opportunity is in the nuance.

With the rise of digital technology, brands are facing many challenges in online purchasing environments. Do online sales need online ads? What are the combinations that work best? How can we use new techniques to spot opportunities?

Amy Rodgers, Managing Editor of Research & Rankings at WARC, referred to some award-winning case studies to show how different channel combinations between online and offline can work together as media and the economy evolves.

‘’Marketers have found themselves in an unfortunate position. Their budgets are not going up, but they are having to achieve both, the harvesting of existing demands and the creation of future demand,’’ addressed Amy and added: ‘’the point here is that you can increasingly build brands in what had previously been thought of as performance channels.’’