Even though print advertising no longer has the impact of 20 years ago, it by no means should be written out of your marketing mix.

In fact, a recent study by eMarketer, found that over 47% of survey respondents stated that magazines influenced them to start a search for merchandise online, beating out the response from email and blogs combined.

Benefits of Multi-channel Marketing

Multi-channel marketing helps build and extend the awareness of your brand, and provides additional opportunities that can actually boost the effectiveness of your existing online campaigns.

A well-implemented and integrated promotional effort allows you to:

• Successfully deliver one consistent message to you target audience;

• Repeat your marketing message across various channels in order to

  strengthen your brand awareness

• Have more opportunities to reach prospects and convert them into customers

Sounds like an obvious strategy to test, right? Well, like most other business strategies, the victories belong to those who can best execute. As General Patton once said, “Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”

The 7 Barriers to Successful Integrated Marketing

Here are the 7 leading organizational speed bumps that prevent successful adoption and execution

of integrated multi-channel promotion:

1. Lack of multi-disciplinary skill-sets (offline and online marketing) within the organization;

2. Lack of interdepartmental coordination if online and offline marketing responsibilities are spread among different departments;
3. Lack of agreed-upon campaign measurement methodologies;

4. Lack of proper campai
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   ed that magazines influenced them to start a search for merchandise online, beating out the response from email and blogs combined.

   Benefits of Multi-channel Marketing

   Multi-channel marketing helps build and extend the awareness of your brand, and provides additional opportunities that can actually boost the effectiveness of your existing online campaigns.

   A well-implemented and integrated promotional effort allows you to:

   • Successfully deliver one consistent message to you target audience;

   • Repeat your marketing message across various channels in order to

     strengthen your brand awareness

   • Have more opportunities to reach prospects and convert them into customers

   Sounds like an obvious strategy to test, right? Well, like most other business strategies, the victories belong to those who can best execute. As General Patton once said, “Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”

   The 7 Barriers to Successful Integrated Marketing

   Here are the 7 leading organizational speed bumps that prevent successful adoption and execution

   of integrated multi-channel promotion:

   1. Lack of multi-disciplinary skill-sets (offline and online marketing) within the organization;

   2. Lack of interdepartmental coordination if online and offline marketing responsibilities are spread among different departments;
   3. Lack of agreed-upon campaign measurement methodologies;

   4. Lack of proper campa
      Effective Exhibiting
      Exhibiting can be a great form of Direct Marketing and if you can get your exhibition stand set-up correctly, i.e. in the right place, with the right staff, offering the right service etc, then the benefits can be even greater. So what are the important considerations and what should one try to do?LOCATION and SPACE Do everything you can to get a spot where you will be noticed and ensure that you are aware exactly of how much space you will have, so that you can effectively plan your stand design.STAFF It may sound strange to say but use the right staff. This is a sales environment and the face-to-face nature of the exhibition may offer some excellent opportunities. Staff should be well trained in prepa
      nd integrated promotional effort allows you to:
      • Successfully deliver one consistent message to you target audience;

      • Repeat your marketing message across various channels in order to

        strengthen your brand awareness

      • Have more opportunities to reach prospects and convert them into customers

      Sounds like an obvious strategy to test, right? Well, like most other business strategies, the victories belong to those who can best execute. As General Patton once said, “Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”

      The 7 Barriers to Successful Integrated Marketing

      Here are the 7 leading organizational speed bumps that prevent successful adoption and execution

      of integrated multi-channel promotion:

      1. Lack of multi-disciplinary skill-sets (offline and online marketing) within the organization;

      2. Lack of interdepartmental coordination if online and offline marketing responsibilities are spread among different departments;
      3. Lack of agreed-upon campaign measurement methodologies;

      4. Lack of proper campa
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         s strategy to test, right? Well, like most other business strategies, the victories belong to those who can best execute. As General Patton once said, “Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy.”

         The 7 Barriers to Successful Integrated Marketing

         Here are the 7 leading organizational speed bumps that prevent successful adoption and execution

         of integrated multi-channel promotion:

         1. Lack of multi-disciplinary skill-sets (offline and online marketing) within the organization;

         2. Lack of interdepartmental coordination if online and offline marketing responsibilities are spread among different departments;
         3. Lack of agreed-upon campaign measurement methodologies;

         4. Lack of proper campa
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            >of integrated multi-channel promotion:

            1. Lack of multi-disciplinary skill-sets (offline and online marketing) within the organization;

            2. Lack of interdepartmental coordination if online and offline marketing responsibilities are spread among different departments;
            3. Lack of agreed-upon campaign measurement methodologies;

            4. Lack of proper campaign measurement tools;
            5. Lack of time;
            6. Pre-conceived biases (“This type of marketing has always worked for us … why take our marketing budget dollars away from a proven strategy”?);
            7. Company politics and different departmental agendas when offline and online marketing are spread among different departments.

            Guidelines For Integrated Marketing

            For organizations that can overcome the above barriers, here are some guidelines for capitalizing on an integrated plan:

            • Match your search marketing campaigns with your offline messaging by ensuring your PPC campaigns target the same words and terms used in your offline advertising.
            • Coordinate your integrated campaign schedules by developing a calendar of all offline promotions so that you can modify/expand your search campaigns at the appropriate time.
            • Use visitor and conversion data from your web analytics to help structure your offline campaigns for maximum effectiveness, by determining keywords and navigation behavior that most likely lead to conversions.

            • Always create distinct landing pages as targets for your offline promotions that enforce continuity in the message, offer and format to the printed piece. And be sure to use different URL’s or coupon codes for each separate promotion so that accurate measurement and tracking will be in place.
            • Have systems in place to track orders/leads received via phone.

            Measuring The Effectiveness of Your Campaigns

            The core of any successfully integrated effort d