Integrated marketing and technology’s role in the media mix were the themes at the fourth annual Digital Drive confab last week. Last year, individual technologies like wireless communications were all the rage, but mimicking the conversations dominating advertising circles these days, most attendees and speakers at the automotive conference focused on integration and nontraditional marketing.
Some panelists at this year’s meeting, held at the Ford Event & Conference Center at Ford’s sprawling Dearborn, Mich., headquarters, said they see technology as a way to amplify their integrated-marketing efforts.
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