How To Define The Role Of Digital In Integrated Campaigns: Evaluation Criteria For Mapping Digital Strategies To Campaigns

In the report, "How To Define The Role Of Digital In Integrated Campaigns," Forrester identified four ways for marketers to use digital assets more strategically in their integrated marketing campaigns, as: 1) the campaign inspiration; 2) the campaign hub; 3) the campaign optimizer; or 4) the campaign multiplier. So which role should digital play in your next product launch or brand building effort? Marketers can use Forrester's digital evaluation criteria to determine how to strategically leverage digital marketing assets in their integrated marketing campaigns.