Without proper marketing-comms alignment, owned media doesn’t get amplified, paid media lacks efficiency, and conflicting earned media confuses and frustrates customers, according to a new report from the CMO Council, in partnership with Cision.
But help is on the way. MarTech that benefits both marketers and comms pros can lead to a more cohesive relationship through shared analytics, metrics and tools, the report found. The top five technologies and tool sets to leverage include:
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