So you know that you want to integrate, and you know that somebody has to be on point for integration, but what are you integrating?

There are a number of critical elements that need to be considered and applied across programs to begin to integrate effectively. Some -- but not all -- of them are:

• Brand continuity
• Campaign objective(s)
• Customer retention, loyalty
• ROI, business value
• Promotions

Tip: Look for opportunities to leverage resources across channels. If you have already invested in developing a promotion (i.e., giveaways, fulfillment), consider all viable ways across channels -- for example, driving traffic from an FSI to a web page -- to market the promotion effectively.

Next: Your benchmark checklist