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Google and Facebook, way, have changed the game. While it is tempting to dismiss popular digital fads, the impact of Google and Facebook goes way beyond their respective numbers of visitors or valuations. They have reshaped mass communications globally and opened up opportunities for marketers to execute more accountable, influential, and multidimensional campaigns.

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1 + 1 = 3, and measure the value of nonpaid media. We understand that advertising is just one contributor to building brands. There are plenty of others. Today, the relevance and importance of word of mouth has a greater than ever proportion of the mix.

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Conducting the Orchestra,mplete consumer experience. But integration is hard to achieve. In a survey of marketers by the Association of National Advertisers, only 25 percent of advertisers report that they are doing integrated marketing “very well” or “excellent.”1

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