Integrated Marketing?

I took part in some experiential marketing trainings recently. There were a lot of interesting discussions, but what I learned from it is that there is a big need for real “integrated” marketing. Too often companies run different marketing programs online and offline without any true integration in terms of look&feel, offerings etc.

And I’m not the only one who thinks like this: a Google sponsored survey by the EIU ‘Economist Intelligence Unit” detected little apparent co-ordination between online ad spending with traditional media budget allocations. According to them, the integration of online and offline marketing remains the exception rather than the rule, with 52% of executives admitting their online and offline marketing efforts either run in parallel or are not integrated at all.

So a lot of people seem to know the discrepancy, but no-one seems to know what to do about it. I guess there is no straightforward answer to that one.