"Transforming the Marketing Department for the Digital Age" emphasizes the integration of traditional and digital marketing strategies within a single, unified marketing communications framework. The whitepaper identifies a common error where organizations treat these as separate, leading to siloed information and inefficiencies. It advocates for a flattened, horizontal team structure organized into Strategy, Creative, Communications, and Analytics teams, fostering a more cohesive approach to digital transformation. The goal is to dismantle outdated thinking, promoting a learning culture that embraces digital techniques alongside traditional methods.

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