There are plenty of reasons -- all of them bad -- why not to integrate, but here are the pressing reasons why you should do it:

• Every medium, channel, format and vehicle from online marketing, direct mail, television, print, billboards, guerilla marketing and so forth has its distinctive strengths and weaknesses.
• There are core messages, brand elements, objectives and strategies that can overlay -- as well as support and advance -- objectives in an integrated program to create maximum synergy and results.
• There are more opportunities then ever to get your message to your audience and move your marketing and business objectives.
• Understanding how each marketing channel can deliver to your objectives can ultimately make your overall budgeting more efficient and drive better results.

Tip: Understand why you are integrating, and determine what the potential return and benefits are from the effort.

Next: What you can do today