While Jean Pascal and Christian took radical positions on the issue (in part for the sake of a lively debate), most Forum participants expressed nuanced opinions about the roles of digital and traditional media in a launch campaign. In the end, we agree: it’s not a question of either/or; rather, the choice of channels is a matter of relevance, balance and synergy.

1. Know your target
As many of our contributors hastened to state, a well-crafted media plan requires a deep, detailed, even visceral understanding of the target audience. This is no easy task in the current context, which is increasingly fragmented and complex. What’s more, marketers must seek insights beyond mere demographics. How do your targets use the Web? Are they active on social media networks? Are they content creators or do they simply consume media? What kind of content appeals to them? (To find out, start by seeking out your brand on YouTube or Flickr). Take both quantitative (media usage) and qualitative (preference) factors into account to determine the most effective media channels for your target. But to give digital its due, the proportion of people who can’t be reached online is dwindling fast.

2. Interact with consumers on a full panel of channels
Admit it: only marketers ever actually think in terms of channels. Consumers are more self-centered: “If you want to connect with me, just be where I am, period.” They live in a multichannel world filled with all manner of screens and media. In terms of perception, online and offline flow together and become indistinguishable. That’s why a wise marketer will occupy all the spaces that his target inhabits.

3. Think about the synergy of media to transform visibility into influence
Studies indicate (and our experience shows) that online integration considerably strengthens the performance of offline campaigns. Considering the off without the on is simply counterproductive.

4. Evaluate campaigns not only in terms of GRP but also in terms of involvement and influence
To make an informed decision about your media investments, you need to gauge the effectiveness and contribution of each channel. In a fast-paced world that is increasingly unstable, it is also important to be open to new opportunities, especially those offered by the brand conversations now taking place in social media.

5. Online or off, creativity and content make all the difference
When you provide your core influencers with great creative content to comment on and share, you win wider reach for your message. And that is true no matter which communication channel you choose.

José Llinares Andreu sums up our POV in his post, one of more than 50 contributed to the Forum:

“Probably both points of view are valid. It is true you can get a huge reach without the offline, and for some targets that's all you need... but it is equally important to consider whether you are maximizing your efforts. Online media adds buzz, reinforces the message, is able to reach some specific targets in a more powerful way and therefore it maximizes investment. In the end it is about creating integrated campaigns; make offline and online work together, that is the best value investment.”