Many fail in their quest for integration because no one has been assigned or has taken the lead to set the overarching strategy and to make sure that all the programs are aligned and the elements are integrated.
This is no easy task. Success metrics for a television commercial are different than for a DR by mail campaign. Interactive channels come with lots of usage numbers and clickstream data that just don't exist in most radio or outdoor campaign. Deciding how to compare apples to pythons can't wait until mid-campaign.
One person has to be responsible for the integration of a campaign for there to be any hope of success, so the first and most important step towards establishing integration and realizing the possibilities is to establish the leader and communications process.
In addition to a leader within your organization, it's also important to determine whether or not a particular channel will lead. Will you start with a billboard or a radio spot? Run a TV commercial at the same time as an email campaign?
Before you start: The marketing team must make someone accountable -- must establish an internal leader -- for developing and overseeing an integrated marketing effort.
Next: Define the critical elements