5 Tips to Create Integrated Marketing Across Web, Mobile, Social and Email


We're going through a similar phase with social media. It's new, important, high impact and, in many cases, managed separately. Over time, social media will be managed through inline work streams that are more tightly integrated with the online e-commerce business.

2. Implement cross-channel tracking and reporting. When managing integrated marketing campaigns, it's essential to understand the interaction and impact of decisions made across channels. The level of activity, promotion and engagement in one channel can significantly impact campaigns in other channels. For example, I've seen the introduction of display advertising campaigns improve the performance of search marketing campaigns, and studies show that social media fans are much more likely to recommend and buy online from brands they follow.