I’d like you to think about your day so far. The morning news on TV. A podcast on the train to work. A scroll through social at lunch. Maybe the radio’s on at work too.

Now think about your evening. Spotify on the train. A couple of billboards on the drive home. YouTube on the TV before bed. Probably some more scrolling.

This is media fragmentation in a nutshell, and your audience is just as spread out as you are.

A few weeks back I told you your customers spend 76% of their time outside search and social, on the stuff we don’t usually think of as marketing. This week is about what that means for how you plan your channels.

Most strategies still run on one idea: pick a channel, make it work, put more money behind it, repeat. That’s fine for a while, but the moment that one channel slows down, the whole plan slows down with it. Fixing Meta on its own won’t solve a reach problem. Neither will chasing a cheaper click.

The businesses getting this right treat their channels as one complete system. That means:

• Showing up across the right touchpoints, not just the easy ones
• Keeping your brand consistent, so people know it’s you wherever they see you
• Letting performance catch the demand brand has already built
• Measuring the whole journey, not just whoever got the last click

So here’s something else to think about: if your best channel dropped off next month, what would still be working for you?

If you want the full picture, Amanda wrote more on this on our blog. Take a read here.

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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.