Learn about other sources you can reference after you complete this course.
- Congratulations on finishing this course.…By now, I hope you've learned that it takes four types…of integration vertical, horizontal, external and internal…all working together to create a seamless experience…across internal and external stakeholders and touch points.…While we've covered a lot in this course, I want you…to remember that integration is a test and learn approach,…so you should optimize and evolve…your integration planning and process to stay relevant.…If you're interested in gaining more insights…about world-class brands with integrated marketing,…I recommend joining the Association of National Advertisers…or attending their conferences…if you're a US-based marketer or advertiser.…
Joining the four A's or World Federation of Advertisers…or signing up for their webinars or events,…if you work for an ad agency,…or subscribing to Effie for access…to the most effective brands marketing case studies.…Lastly, I encourage you to stay in touch.…Follow or connect with me on LinkedIn or visit my website…
Author
Dina Shapiro
Released
3/1/2017- Thinking about integration more holistically
- Investing in integration
- Integrating vertically to align with purpose, mission, and values
- Creating a vertical framework
- Integrating horizontally
- Integrating externally across all marketing communications touchpoints
- Learning from world-class marketers
- Integrating internally across employee communications
- Creating one brand
- Leveraging and engaging employees
- Overcoming cultural and process integration obstacles
Skill Level Intermediate
Duration
Views
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Introduction
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Welcome1m 18s
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1. Integration Fundamentals
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How to define integration4m 34s
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Four types of integration3m 58s
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2. Vertical Integration
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How to integrate vertically4m 45s
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3. Horizontal Integration
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Barriers to overcome2m 28s
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4. External Integration
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Use the decision journey4m 6s
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5. Internal Integration
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How to create one brand3m 39s
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Leverage employees3m 5s
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Engage employees3m 37s
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6. Integration Process
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Develop a process2m 50s
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Conclusion
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Next steps1m 13s
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Video: Next steps