Basic marketing concepts haven’t changed: Reach the right markets with the right message using the right media. That means knowing your target audience, crafting effective messages and delivering those messages in the most effective manner.

While these fundamentals are as important as ever, the methods and techniques independent agencies use to plan and execute marketing strategies have changed. The coronavirus pandemic has sharpened the need for agencies to embrace and deploy new technologies in their marketing. Agencies must use technology to better understand audiences, update message delivery channels and reach clients in the best way possible.

Read the full article, written by Doug Coombs, Chief Marketing Officer of SIAA, published on February 9, 2021 on