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This post is part of the #JUMPchallenge, a blogging competition designed to raise awareness of how to join up online and offline marketing, launched to support Econsultancy’s JUMP event.

This post, by Tink Taylor, has been published on the dotdigital blog. Tink has five tips for improving multichannel marketing... 

With the growth of the internet, the number of channels that we as marketers can now use has grown exponentially. This makes it increasingly difficult to adopt an integrated approach, but, at the same time, it makes integration even more important to achieving a unified and coherent cross-channel brand image.

With this in mind, here are five top tips for achieving excellence in joined-up marketing:

 Be clear about your marketing objectives

While individual channels might have separate goals, your marketing objectives should be unified and clearly communicated across the company. What is it, at the end of the day, that your marketing activity is trying to achieve and how do each of the channels you employ fit in?

Put brand guidelines in place 

Do you have company-wide guidelines that govern aspects of design, tone and branding? If not, it is worth putting these in place and making sure that approval processes are in place to govern these rules. This will ensure that your email newsletter looks the same as your Twitter background and that brand image is consistent. 

Communicate current plans, strategies and campaigns clearly

Whether you are working in a marketing team of two or two hundred, it is critical that everyone is on the same page. By holding regular meetings, everyone involved can be kept up to speed with current activities so that any multi-channel opportunities or conflicts are identified and clarified as soon as possible.

Unify measurement across channels where possible

Again, the way you measure from channel to channel might vary, but by tying tactical measurement with your overarching objectives, you can align KPIs and ROI. This allows you to compare and contrast across different channels.

Think about how the public views your brand

At the end of the day, while you might have a multichannel approach to your marketing activity, your customers won’t see it this way. They’ll expect the same brand values no matter which touch point they use. So why not step into the shoes of your customers and see how you are really performing?

This is one of the entries in the JUMP blogging challenge, and we're looking for more bloggers to contribute by posting an article. The closing date for entries is September 17. 

The winner will receive a 'blogging hamper', which includes an iPad, a press pass to JUMP, free Econsultancy membership, some strawberry jam and more. More details here. 

Graham Charlton

Published 17 September, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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