What Happened to Cross Media Marketing? August 1
Riddle Wrapped Inside an Enigma
The benefits of seamless cohesion in a company’s marketing efforts across all media are obvious. The problem is actually carrying out this integration on a large scale in the real world. As the size of an organization increases, control becomes ever more decentralized, making it tremendously difficult to unite all marketing efforts under the auspices of single functional unit. In the past, it has also been difficult to develop a unified front on multiple channels because of the intricacies of dealing with myriad unrelated media companies. Scheduling, budgeting, campaign analysis, etc. become an immense challenge when trying to coordinate with multiple entities at several levels on various channels. (more…)
