Multichannel Integration: Three Steps Using Marketing Technology

It’s all well and good to talk about multichannel integration, but how are you going to get there? One framework suggests that before multichannel integration can be attained, marketers need a technology infrastructure that supports marketing strategy, development, delivery and measurement. Technology and market research firm Forrester Research outlines this technological approach to integrated marketing, named the Marketing Technology Backbone, in its most recent Forrester Big Idea report. The three steps to developing this infrastructure are as follows: