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It’s Cocktail Friday at The Specialist Works and today we’re reflecting on our roots. In the new and exciting age of data, traditional and old fashioned methods matter more than ever. Whether it’s knowing your customer, or finding the sweet spot between over and underexposure, precision is key in running an effective campaign. The best cocktail is when the sharp taste of the liquor dances smoothly with the sweetness of the syrup and the light flavor of the fruit. A marketing mix is most efficient when your placements complement each other, first attaining awareness, then interest, then intent. Interacting with customers across multiple touchpoints creates a halo effect and the brand as a whole is seen in a better light. Even the best cocktail is left untouched if the drinker is kept in the dark. Cheers!