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Creating an integrated digital marketing strategy: Using cross-channel data to build intelligent strategies

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  • Thorpe, Hannah

Abstract

The current approach to marketing is frequently single-channel focused, looking at each element of the marketing mix in turn as opposed to an integrated approach. This paper explores some of the important processes, milestones and frameworks that must be developed in order to take advantage of the potential of a multi-channel strategy. It is a starting point for creating the infrastructure an organisation needs in order to implement more successful strategies, which will help achieve underlying business goals.

Suggested Citation

  • Thorpe, Hannah, 2018. "Creating an integrated digital marketing strategy: Using cross-channel data to build intelligent strategies," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(1), pages 28-39, March.
  • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:1:p:28-39
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    More about this item

    Keywords

    integrated digital marketing; SEO; multi-channel marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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