Summary
Marketers continue to treat digital channels as an afterthought of their integrated campaigns, instead of as strategic assets. But it's time for marketers to rethink their approach to multichannel marketing. Forrester has identified four ways to leverage interactive channels to enhance the value of their integrated marketing campaigns, by using digital as: 1) the campaign inspiration; 2) the campaign hub; 3) the campaign optimizer; and 4) the campaign multiplier. By creating integrated conversation ecosystems instead of messaging platforms, digital will become a key component of every campaign.
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