Integration Tops Tech As Hot Topic in Detroit.

Integrated marketing and technology's role in the media mix were the themes at the fourth annual Digital Drive confabulation 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. Rich Stoddart, marketing communications manager at Ford, said TV was the smallest part of the media but for its integrated effort to promote the Ford Thunderbird in the movie "Die Another Day."