New skillsets at Core of connected marketing

New skillsets at Core of connected marketing
Siobhan Lennon, commercial director Sunday Business Post, Anna Doyle and Justin Cullen, Core Media and Fiona Heffernan, head of Post Media, An Post

PR, marketing and advertising begin to merge

Smart marketing today is about connected marketing, according to Justin Cullen, chief digital and data officer, Core Media.

“For years, marketing has been siloed, so direct marketing has been separate from public relations, which has been separate from advertising, and events, and so on. Now, they need to start to merge together,” said Cullen.

Marketers must take a fluid approach to connecting different aspects of the overall picture so they can understand how consumers are...

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