What is the Significance of Integrated Marketing and What Role Should the Marketing Department Play in a Company?

The significance of integrated marketing has always been questioned in the ever-changing marketing landscape. Marketers face a variety of questions and challenges as they implement integrated marketing and are constantly improving through trial and error, from digital advertising planning and ad distribution to KPI and ROI effectiveness measurement. And frequently asked question is what role should marketing play in a company?



How should digital marketing strategies be implemented in the face of rapidly changing media, the emergence of new media such as connected TV and over-the-top (OTT), and changes in the media consumption habit of consumers?

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