The seamlessly integrated marketing organization has been a promise of talking heads and wish of marketing executives for years. And it is ultimately armed with an integrated marketing hub - a suite supplying data management, analytics, decisioning and content delivery across all channels. While the individual complexity of businesses and rapid innovation of communication technology make the full vision an ever-evolving process, advancements have already been made with software providers consolidating marketing operations, campaign management and digital messaging applications into integrated portfolios. This has benefited marketing campaign managers, planners and analysts, but a handful of digital marketing functions still use separate, non-integrated systems to accomplish their work. The digital advertising department is one of these functions, but not for long. Today’s customer-focused strategies result in an impending convergence of marketing and advertising.
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