Creating an integrated digital marketing strategy: Using cross-channel data to build intelligent strategies

Abstract

The current approach to marketing is frequently single-channel focused, looking at each element of the marketing mix in turn as opposed to an integrated approach. This paper explores some of the important processes, milestones and frameworks that must be developed in order to take advantage of the potential of a multi-channel strategy. It is a starting point for creating the infrastructure an organisation needs in order to implement more successful strategies, which will help achieve underlying business goals.