Why True Integration Is The Holy Grail Of Marketing [Forbes]
WPP plc American Depositary Shares (WPP)
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Source: Forbes
Too many platforms, not enough content and multiple disciplines required to design and implement every step of the customer journey. Data, strategy, media, creative, SEO, direct mail, UX, in-store activations, partnerships and sponsorships — the list is ever-changing. Whether those steps are choreographed by one agency, several agencies, a holding company or the client's in-house marketing team, syncing the components of your campaign is the difference between making an impact versus making a series of one-offs that nobody will remember the day after tomorrow. This has made integration the Holy Grail of the marketing world. Clients crave it, agencies promise it, but nobody seems to agree on what integration means or why it's so damn hard to achieve. For CMOs, it's a matter of survival, since their success depends on delivering ROI and proving that marketing is an investment and not an expense. Media costs are up and attention spans are down, so even a Super Bowl commercial won'
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