Increase impact through integration - Observations on strengthening digital capability

Many marketers have embedded digital tactics into broader marketing campaigns, but continuously optimising connections between digital tactics is territory that many companies are only recently charting.
This chapter explores different observations for how companies are approaching digital integration, looking first at how the nature of integration is changing with the declining importance of distinct campaigns and the rising need to continuously manage a digital presence or footprint. The practices found to be effective for boosting integration in a campaign-planning process are standardised planning inputs, integration incentives, making integration someone's job and transparent workflows....

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