Knowledge Bank


Integrated media must adopt CRM principles to drive the total customer experience


For the majority of brands, media acts as a key communication touchpoint for their customers. Consumers view every interaction they have with a brand is part of their total customer experience, including digital media.

All businesses need to adopt a more personal approach to media, enabled by data. Only by adopting this approach in your media activation can you really start to deliver a coherent and consistent experience for the customer.

In our whitepaper you’ll discover the importance of personalised media in driving the total customer experience, why you should embed CRM principles in your media strategy and how a joined-up data approach will set your brand’s media apart.

We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.

  • Please complete the form below to access the report.
  • Information about how we use your data.

    For details of we use the information you provide to us, please see our privacy policy

    Information about how we may share your data with the sponsor of this content. This content is being provided to you on behalf of our sponsor. By clicking 'Submit', we may make available your name, job title, company and email address to this sponsor. It is in our and our sponsors' legitimate business interests to share this data with the sponsor: it allows us to attract the most appropriate sponsor for the content and to facilitate business-to-business communication between our sponsor and you. Our sponsor may contact you about their products and services.

    Alternative means of accessing this content If you would prefer not to have your data shared with our sponsor, please send a stamped addressed envelope to Marketing Week – Client Services, Floor M, 10 York Road, London SE1 7ND and we will send you a copy of the content. In this case we may still let the sponsor know what company you are from, but we will not provide your personal details.