Integrated vs. Multichannel Marketing

This title doesn't make any sense. But the point is that integrated and multi-channel marketing are not the same thing. However, today they are used almost interchangably. And the biggest culprits are advertising agencies and marketing companies. I know because I've worked on the agency side for over 10 years . . . for many they are little more than buzzwords. Everybody wants to be integrated, whatever they perceive that to mean.

Well, here's the difference. To be integrated means to project the same, consistent, unified message throughout your communications. Whether your message is "value", "quality", "speed", "convenience", etc., integration speaks to the common thread that runs throughout your marketing efforts.

With this definition, you can probably see how the word "multi-channel" is clearly different. Multi-channel means simply to utilize various sources, methods, tactics, or technologies to reach your target audience. In marketing speak, it is using the various channels available like direct mail, email, websites, paid and organic (SEO) search, banner ads, social media, TV, radio, call centers, mobile messaging, out-of-home advertising like billboards, point-of-sale (POS) displays, street teams, and the list goes on.

This is why the the phrase "integrated, multi-channel marketing" is perfect but either term without the other is incomplete. Integrated, multi-channel marketing is the second most powerful strategy in all of direct marketing. But don't take my word for it. Test and prove it for yourself in your own business.

More in future posts on what the #1 most powerful strategy is.