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When content, marketing and advertising come together…

Ranjani Raghupathi

There isn’t one without the other, and when the three come together they become a super power. Read ahead to find out what prestigious research groups have to say about the three essential elements of business communication.  
 
Altimeter – The Components of a Content Engine
 
Although the overarching content strategy differs from company to company, certain traits and infrastructural elements set apart truly engaging content This visual piece from Altimeter’s Rebecca Lieb neatly illustrates the key components of a content creation process. 
 
Forrester – Marketing and Advertising Technologies are Converging

 
As two-way communication and personalization become the foundation of modern communication, customer expectations from brands are growing. In this digital age, Forrester found marketing and advertising converging in four key areas. Find out how marketers can use the consolidation of ad technologies and marketing technologies to their advantage. 
 
 
In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and digital communicator.

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