Podcast Interview: Beyond advertising: Choosing a strategic path to the digital customer

Today, the distinctions between advertising and marketing have blurred, as new forms of communication combine the ROI-characteristics of direct marketing with the integration characteristics of traditional brand advertising. With digital consumers increasingly in control of their media experience and advertisers shifting their spend to more interactive, measurable formats, content owners, media distributors and agencies must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration. To adapt and succeed – especially in the current economic environment – companies need to build a new set of capabilities now: cross-platform innovation, greater insights, open collaboration and digital processes.

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