The latest article on ‘Business 2 Community’ is titled “Four Reasons To Integrate Marketing And Advertising”.

Michael Lummus says, “Traditionally, marketing and advertising have staked claims to different turf. Advertising agents have focused on paid content placement, such as radio commercials, banner ads or pre-roll video spots; while direct-to-consumer marketers have directed their attention to owned channels, such as email, website content or direct mail, as well as the broader function of managing overall promotional strategies.

But as businesses become increasingly data-driven, that dichotomy is less and less relevant.

After all, marketers aren’t the only ones who are realizing the benefits of a data-driven approach. New technologies have emerged in the advertising space, too”.

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