B2B marketers embrace cross-channel integration

04/17/2012 | eMarketer

Business-to-business marketers have done a better job than their business-to-consumer counterparts at integrating their message and intermixing digital and traditional advertising, according to a study by the Association of National Advertisers. B2B marketers consider their communications goals as more aligned with corporate business objectives, but they were more likely to express frustration about a lack of strategic approach across disciplines and to consider their department too isolated.

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