Integrated marketing means the use of ALL appropriate marketing channels.

Yikes! Getting marketing guidance on the Internet may or may not be a good idea. What prompts me to say that? Yesterday I read an article (writer shall remain anonymous to protect his identity) about integrated marketing. It was all great until I saw the list of channels. They were ALL online.


“Integrated” means online and offline as appropriate for a specific business and market. In the world of B2B direct marketing — lead generation especially — two offline channels have proven (in real A/B split testing) to be the most powerful: direct mail marketing and telemarketing.


Yes, for generating leads, you can’t do any better than sending a direct mail letter followed within 5 days with a phone call. So don’t believe everything you read on the Internet, just what you read here.

1 reply
  1. robin
    robin says:

    I like the last line of this article the best! :o) And, of course, it is true. I worked for a huge student loan company for years and we did two things: call and send letters.


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