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Sanjay Mehta

Social Wavelength

The challenges in creating truly integrated campaigns, and how can we overcome the hurdles?

The intent is there. But the implementation is still trivial. Creating a truly omnichannel, integrated marketing campaign... We still see a lot more of traditional campaigns where digital and social media extensions have been brought in, as afterthoughts. And most certainly in doing so, these often look forced! So what challenges true integrated marketing planning? Is it on account of the way agencies are structured? Is it the current methods in place which constrain? Is it a legacy mindset which we are not able to shake off? Or are we still consciously or subconsciously "protecting our respective turfs"?? What will it take to change things? Let's discuss and see what ideas come up here...

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