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With so many marketing channels available and competing for your advertising dollars, it's hard not to fall into the trap of marketing fragmentation. Each advertising channel will offer a 'better solution,' with a 'higher ROI,' and 'guaranteed exposure.' These offers are, of course, very appealing to business owners and marketers coming out of a recession with an enormous thirst for business growth.

In reality, 'integrated marketing' is simply what good marketing should be! The over-use of the word 'integrated' has turned it into another buzzword. Any good marketer knows that consistency is the most important ingredient in a successful marketing campaign.

To test how integrated or effective your marketing program is, take a look at all of your campaigns and see if they are all communicating the same message. Marketing integration is a lot more than using your brand's colors, logo and tagline. As a matter of a fact, unless you're Apple, Google or IBM (the top three most recognizable brands in the world, according to an Accenture report) most people will not remember this information if asked on the spot to describe your brand.

Published in The Marketing Edge

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