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For B2C Marketing Professionals

Build An Empowered Digital Media Buying Team

April 14, 2016

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This is the Organization report in The Digital Media Buying Playbook For 2016.

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Why Read This Report

Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and clearly define internal and external roles and responsibilities to deliver specific business outcomes with digital media buying. Read this report and use its stakeholder map as a template for aligning digital responsibility effectively across your own media buying practice. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Three Approaches To Omnichannel Digital Media Buying
  • Master Omnichannel Digital Media Buying In Five Steps
  • Forrester's Stakeholder Map Clarifies Roles And Responsibilities
  • Recommendations

  • Stakeholder Clarity Is Crucial For Omnichannel Digital Media Buying
  • Supplemental Material
  • Related Research Documents

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