Spirits manufacturer Diageo is seeking greater untiy between its sales and marketing channels to grow sales while reducing costs.
The drinks firm is adapting this strategy to focus future investments more consistently around the customer buying process.
It expects to yield integrated physical and virtual retail experiences from the business decision.
The integrated shopper experience will allow Diageo to push brands such as Smirnoff and Guinness to potential buyers on channels other than in-store.
The company believes that online and mobile and online are key for bridging the gap between marketing and sales strategies.
Channels such as YouTube and Instagram will also be used to unite the sales and marketing plans.
The company has cut its marketing budget by £72m in the year to June 2014.
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