Advanced Search

Save or Share this Report

For CMO Professionals

Create A Connected Communications Plan For The Post-Digital Era

February 5, 2014

Primary author headshot

Authors

  • By Tracy Stokes
  • with David M. Cooperstein,
  • Elizabeth Perez

Why Read This Report

Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this post-digital age in which digital encompasses everything from search and social to TV and products, chief marketing officers (CMOs) must fuse together communications across online and offline channels. This report will show CMOs how a unifying platform serves to create a connected communications plan. This unifying platform must 1) connect to customers through an emotional action, 2) communicate the connected story across the best channels, and 3) define contextual connections that matter.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Post-Digital Marketing Disrupts Communications Planning
  • Force-Fitted Messaging Homogeneity Is Not The Solution
  • Marketers Must Shift From Campaign Planning To Connected Planning
  • RECOMMENDATIONS

  • Create A New Connected Communications Planning Toolkit
  • Supplemental Material
  • Related Research Documents

Recommended Research