As marketers, we’re all well aware of the fact that integration can significantly influence the success of campaigns. Breaking down silos and instilling integrative practices seem to be the priority of every major agency, based on the amount of industry press attention surrounding these ideas in the past year. While every organization knows that channel synthesis will be the future measure of success, there is still not a blatant, universal understanding as to why this will be the measure of success. To answer this, we need only to look at our current practices to understand how cross-channel integration (or lack […]
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