The Importance of Marketing Integration

We came across Steve Olenski’s interesting article in Forbes, “The Eleven Letter Word Continues to Elude All CMO’s and Marketers” on the importance of I-N-T-E-G-R-A-T-I-O-N in your marketing. He argues his point of view by highlighting key findings from his other articles.  One particular statistics he referenced from a recent Forrester survey of 100 CMOs. It demonstrated the adoption of social media in marketing plans and indicated that while 92% of CMOs understand the value in social media, only 49% have actually integrated social media into their overall marketing strategy.

“Marketing’s biggest challenge appears to be presenting a consistent, unified brand across multiple customer touch- points—on the Web, on social media, via mobile devices, and through traditional brick-and-mortar.” – Steve Olenski

When Olenski surveyed 500 marketing professionals in December, he identified the #1 most desired topic to learn was how digital channels can be leveraged to produce an integrated, cross channel strategy.  Integration does not elude us at NEXT, in fact we embrace it wholeheartedly! When we start creating your Business marketing strategy, “channel integration” is a critical component in the strategy.

To read Steve’s article in Forbes as well as links to other great articles written, please follow this link.


About the author

For over 20 years, Sandy Gerber has revitalized marketing and messaging for companies of all sizes, including some of North America’s most beloved brands. The author of two books, founder of three successful businesses, and visionary of the Emotional Magnetism™ communication technique and education products, Sandy is passionate about empowering individuals to become masters of effective communication. She offers Marketing Consulting, Communications Training and Coaching in “Emotional Magnetism” and is a professional, Vancouver-based guest speaker for businesses, events and organizations.