Build An Empowered Digital Media Buying Team

October 16th, 2017

Samantha Merlivat

With contributors:

Melissa Parrish , Carlton A. Doty , Richard Joyce , Miriam Oesterreich , Christine Turley

Summary

Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. This report 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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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.