From the course: Brand and Marketing Integration

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How to integrate horizontally

How to integrate horizontally

From the course: Brand and Marketing Integration

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How to integrate horizontally

- The information age has dramatically changed expectations of marketing teams. There are many new functions and capabilities, such as Search or social media marketing. And even some capabilities that traditionally were outside the marketing organization, such as data mining or technology. Horizontal integration aligns the marketing organization, capabilities and strategy to create the infrastructure to integrate. What does this mean? It means having the right people in the right positions. And setting people up for success, by training them to execute the marketing strategy. Here's how. First, define your strategy as it relates to organizational structure and capabilities. In today's fragmented marketplace, your marketing strategy likely will involve multiple touch points. This can feel overwhelming at first, but a well-defined customer journey map can help you identify key touch points and key opportunities. An…

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