Key topics in this paper include:
The evolution of 'integration', including how digital can best be deployed within the marketing mix.
Models of integration, including the four main approaches to integrated campaigns.
Paid, owned, earned, including the different ways that these channels can be brought into play.
Working with agencies, including how to select the agency model to deliver integrated communications.
Understanding media consumption, including how to build a durable brand that resonates across channels.
Marketers have used the term 'integration' – referring to campaigns that use multiple channels to reinforce each other – since...