Trends Report

Transition From Multichannel To Omnichannel Digital Media Buying

February 9th, 2017
RJ
Richard Joyce
With contributors:
Melissa Parrish , Wei-ming Egelman , Laura Glazer

Summary

Moving to the next stage of digital media buying maturity requires a plan that aligns digital media buying practices across all six key dimensions of maturity over the long term: strategy, data, analytics and measurement, technology, resources, and processes. This report outlines how marketing leaders should transition from multichannel to omnichannel digital media buying with both short-term easy wins and competitive differentiators.

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