5 Signs Your Marketing Isn’t Integrated

"I think you're making a huge MISTAKE!"Integrated marketing is hard.

Every single marketing touchpoint should be working together. Executed well, it is a great example of 1 + 1 + 1 = 5.

However, integrated marketing isn’t an exact science, there is not a simple litmus test that tells you if your marketing is integrated. Often it is easier to spot the signs your marketing is not integrated.

So with that, here are five signs that your marketing is not integrated.

1. Your Landing Pages Don’t Fit

Do you have landing pages for your search and email campaigns that have a totally different look and feel from your regular site or your emails? Alternatively, do you have great content available on landing pages but you don’t link to it from your homepage or elsewhere in your site?

If so, you are missing one of the simplest places to integrate your marketing.

2. Your Database Isn’t Broadly Used

Delivering a consistent experience across multiple channels requires good data about your audience and the infrastructure necessary to use it.

If your marketing automation doesn’t talk to your email which doesn’t talk to your display advertising which doesn’t talk to your site CMS, the only way you can deliver a consistent message and experience is if you treat everyone the same way.

3. You Still Have Channel-Specific Ideas

Do you have social media ideas, TV ideas or event ideas? Oops. The channels and tactics used should be a natural outgrowth of an audience centric idea.

4. Your Social Accounts Are Disconnected

Integrated marketing touches every touchpoint with your company that is in your control.

If a search for your brand name returns corporate social media accounts that don’t reflect the same core values and message as your corporate site (for instance, if they are full of promotions and discounts while your overall message is about premium quality), you have a social media disconnect.

5. You Are Still Ignoring Mobile

For most target audiences today, mobile is another screen used to access the web, not another channel. If your website cannot handle mobile traffic, then you are not actually presenting your audience with a single integrated experience.

Your Turn

Let me know which is your favorite or share your own sign in the comments below or on Twitter (@wittlake).

Photo Credit: doobybrain via Flickr cc

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  • Goood points all of them.

  • carmenhill

    Agree with you Eric, but these things are always easier said than done, right? I think most marketers have good intentions, but the execution gets complicated for a variety of reasons, including organizational silos and ownership issues, technical shortcomings and resource constraints. Also, I think the idea that marketing automation allows you to set it and forget it sets unrealistic expectations about how much work is involved on an ongoing basis.

  • Doug Kessler

    Five great points. As cutting edge as most marketing feels like today, it will look clunky as hell in a few years.

    • Very true. Although I haven’t seen much of this cutting edge stuff you reference yet… most already is clunky, what will that stuff look like in 5 years? Thanks for taking the time to comment!

  • different names for different channels ๐Ÿ™‚ (unless u are launching specific campaigns, makes sense to keep common identities!)

  • You are more interested in being a leader than a manager. You think 6 sigma is the same as managing marketing operations. You think marketing is separate from the rest of the corporation or the people in other departments.

  • Sarah Bauer

    Your third point rocks because it calls for a total shift in perception of marketing channels from individual silos, to part of a more holistic approach that grows, adapts, and strengthens first and foremost by its audience’s overarching engagement.

    Sarah Bauer
    Navigator Multimedia

    • Thanks Sarah! I definitely agree, that point gets to more of the mindset than the other (easier to observe) points.

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