Newsstand

July 21, 2011
Avoiding a Common Mistake in Integrated Marketing [DMA11]

The idea of cross channel marketing has been around for a long, long time. But recently the field of channels has grown a lot wider, thanks to the arrival of social media and the new possibilities that exist for carrying out an integrated marketing campaign via traditional and non-traditional methods. But if you’re not careful, you could actually make your integrated marketing campaign work against you.

One of the biggest mistakes that marketers make in integrated marketing is to employ the “cut and paste method.” Essentially, this is taking a one-dimensional view of cross channel marketing. Instead of complementing one another the way they should, the different channels only act as alternative delivery methods for the same carbon copy message. Not only is this a waste of potential, but it’s also a waste of time and energy. It might even result in offending your audience. A truly integrated marketing campaign uses each unique channel in conjunction with the other, and plays to the strengths of each. This is true integration. Otherwise, it’s just considered saturation.

Integrated marketing is still tricky business when it comes to social media because it hasn’t yet reached its full potential and is in a constant state of change. Staying ahead of the curve is critical whenever planning your cross channel marketing campaigns. Attending the DMA2011 Conference and Exhibition, you’ll have the opportunity to hear marketing experts talk about forthcoming trends in integrated marketing, giving you a unique advantage over your competition.

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