Gartner Research

How to Unite Advertising With Multichannel Marketing

Published: 21 August 2017

ID: G00335555

Analyst(s): Andrew Frank

Summary

Coordinating advertising with multichannel marketing is technically challenging, but careful planning and analytics can help. Marketing leaders can use this guide to coordinate with media planners on targeted 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.