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In this video clip, Aaron Perlut, founding partner of Elasticity, explains that the biggest marketing mistake he sees today is not taking an integrated approach. Due to a changing marketing and audience landscape, companies need to adjust their marketing strategies accordingly. Rather than solving problems on a channel-by-channel basis, you need to surround the audience with paid, owned and earned media.
"You really need to surround them from every angle you possibly can, that you can afford to, with your message."
More about our expert: Aaron Perlut is founding partner of St. Louis-based integrated communications firm Elasticity. Formerly a senior Omnicom (FleishmanHillard) counselor as well as a communications executive for two of the nation's largest energy companies, he has spent more than 20 years in media, public relations and digital marketing, helping a range of organizations — from Fortune 500s to professional sports franchises to economic development authorities to well-funded startups to non-profits — manage reputation and market brands across multiple channels in an evolving media environment.
