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The Back Deck

Our view on navigating today’s marketing landscape

24 Nov

Focusing on Convergence at AdTech New York

The CMD contingency hit the Big Apple at AdTech New York earlier in the month, where the buzzword on everyone’s lips was . . . convergence.

Convergence is everywhere—in dialogue, content, measurement and devices. To move marketing forward, today’s CMO must serve as a master mixologist, creating tactics that not only work together, but do so in harmony. Social media is moving into the paid media and SEO space, online content is moving to smart phones and tablets, and so on. Digital marketing can no longer be siloed into lead generation, social media and online advertising campaigns. Now the customer is the center of the conversation, with companies joining in throughout the dialogue journey with paid, earned and owned media.

Marketers who focus on how these tools work together and create ongoing plans that integrate all tools and devices used by their target audiences will see the results. Those who create the tools to track the conversation across multiple platforms are taking note. At AdTech, Nielsen and Yahoo delivered their research on cross-platform campaigns and how to get to a smarter mix. In fact, Nielsen will be offering an integrated campaign measurement tool soon—helping marketers address the multimedia challenge and optimize online/offline campaigns.

The sales funnel as we know it has morphed into a sales spiral that is always moving and requiring strategy, implementation, measurement and assessment. Given today’s media consumption, we can’t rely on linear paths to move people to action; we must look dimensionally, always listening, testing, engaging and applying lessons learned.

Harmonizing marketing strategies and disciplines to come up with the right blend to best solve business challenges is the foundation CMD is built on. We call it synergy—an idea steeped in the notion that to be most effective, marketing disciplines cannot and should not live in isolation. In fact, you can find out more about our synergistic approach on our new website at

It’s an ever-changing marketing landscape but there are some things that will remain constant—technology will march on and consumers will own the dialogue. Which begs the question, how are you working to harmonize your marketing efforts?

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