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For CMO Professionals

Create A Connected Communications Plan For The Post-Digital Era

February 5, 2014

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  • 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.

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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

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