Gartner Research

How to Unite Advertising With Multichannel Marketing

Published: 01 December 2015

ID: G00293477

Analyst(s): Andrew Frank

Summary

Advertising can no longer be isolated from multichannel marketing activities. Bringing them together is technically challenging, but the results are well worth the effort. This guide will help moderately technical digital marketers integrate media planning into multichannel customer journeys.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Align Media Planning More Closely With Business Strategy
  • Optimize Media Operations by Assigning Value With Action Tracking
  • Integrate Advertising Controls With Customer Journey Analytics

Case Study

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