SUMMARY: In its simplest form, a creative management platform, or CMP, is a cloud-based software that allows marketing teams to create, distribute, and measure the performance of digital advertising. The advantage is that marketing teams can create online ads without relying on an agency but it requires a digital marketer who fully understands the brand’s target customer.

HERE’S THE PITCH: Guidelines surrounding effective frequency are different by every advertised product. For pharma products, effective frequency is, for example, the frequency at which someone is going to go online to learn more about your product. TV alone is not going to sell your product. You need to invest in digital marketing too.