social media

The challenge of integrating marketing channels

I am fascinated by the integration of online and offline marketing campaigns. Just a few years ago a marketing plan was layered by sending messages (tv, direct mail or email) to a person’s home, building brand awareness outside the home on the way to the brick and mortar store, and once he or she steps through the door, move the shopper with in-store advertising to the moment of truth decision of placing the product in the basket or not.