From the course: Brand and Marketing Integration
Unlock the full course today
Join today to access over 22,400 courses taught by industry experts or purchase this course individually.
How to integrate horizontally
From the course: Brand and Marketing Integration
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…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.