Summary
Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and the difficulty directly attributing financial success. Senior stakeholders demand clear business outcomes to justify the necessary reorganization of marketing teams and partners. This report and accompanying tool make use of Forrester’s Total Economic Impact™ (TEI) framework to help B2C marketers structure a quantifiable business case for moving to an omnichannel approach to advertising.
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