Integrated marketing means that your brand messages resonate in complementary -- rather than contradictory -- ways across marketing channels.

It is the Holy Grail for us marketers. A common marketing and business objective applies to every part of the plan. So integration makes sense, doesn't it? It is the promise of capturing the full potential of our marketing programs-- elusive yet seemingly attainable.

But how many marketers actually put integration into effective practice? Is integration achievable or even possible? How do we begin at the most practical yet critical starting points?

In your quest for the Holy Marketing Grail, here are the whys, what you need to know and mistakes to avoid for effective integrated marketing.

Next: Why integrate?