If you ask most marketers if they do multi-channel marketing, you’ll likely find the vast majority resoundingly say YES!. But if you ask about their plans to coordinate the effort to ensure proper timing, the right amount of consistency without redundancy and an overall reliable brand message, the answer is surprising. It seems that most marketers sort of “wing-it” and don’t plan on how to use these multi-channel marketing efforts to multiply the results. They just happen to be running at the same time.

While there are several channels that historically work well together, such as email & direct mail or direct mail & print, there should be a more systematic approach to execution as well as to analyzing the results. Not surprisingly, even though these multi-channel marketing programs are often unplanned or uncoordinated, they most often yield better results than individual efforts.

With the increasing number of new marketing venues and the shift in consumer behavior from observer to participant, it’s pretty tough to always know the best or most cost effective way to reach the market.

Consumers move between markets seamlessly as they multi-task without even realizing that they are doing it. When asked “How did you hear about us?”, often customers are unsure. But if the same message is repeated across a multitude of media without any new content, consumers tire quickly and just it shut out.

Simply put, integrating timing, content, responses and metrics amplifies results.