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
