Marketing campaigns today are increasingly complex, with the need for integration across various platforms and disciplines becoming vital for impact. CMOs face pressure to ensure successful, coordinated efforts in order to prove marketing's value amid rising media costs and declining attention spans. However, a disconnect often exists between agencies when it comes to collaborative efforts. The quest for integration has led clients to seek solutions from large holding companies, where they risk receiving lower-quality service. Moreover, historical agency approaches to integration have often been overstated, leading to further confusion in the marketing landscape.
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.
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