Among the many changes wrought by the digital revolution, none is more profound than the effect it has had on the makeup of the marketing organization. A recent survey of marketing executives at more than 30 major corporations by The Boston Consulting Group aims to determine what, exactly, is going on organizationally and how these companies plan to capitalize on the opportunities afforded by today’s technologies—which they, rightly, see as difficult and time-consuming tasks.

Building a cross-channel marketing organization requires three processes: creating a cross-channel marketing strategy, integrating cross-channel activity, and measuring a common cross-channel metric. Here's a closer look at what each one involves.

An "extreme makeover" on television leads to a social media strategy triumph. Experts agree there are three things common to such success: forethought, careful plan execution, and ongoing measurement.

Every brand wants to galvanize its target audiences around the topics that are most important to them and to the brand. But often this intent runs headlong into many obstacles. Following are five simple rules-of-thumb to guide content strategy and execution.