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Today's Marketing Cookie - Unified Marketing
"When weaving nets, all threads count."
Today's Marketing Cookie practically writes itself! Unified Marketing is quite literally a function of weaving channels together to form a net that effectively captures more qualified prospects. When I was a young and naive marketer, I put all my chips on digital marketing and ignored traditional channels. Over the years, I have seen first hand, how effective multi-channel marketing can be. By mixing traditional channels with new media, everything performs better. At conferences across the country, there's one fearless client in particular I love to speak about because she permitted us to try absolutely anything.
We had to generate the over 45,000 high-quality leads each year, on a limited budget. We connected advertising, direct mail and email campaigns together with landing pages. We integrated events with mobile marketing and social media, and unified all of the channels together through a behavior-based, lead nurture program. With every channel we unified together, we saw a greater lift in leads through each channel than we would have when operating them in silos. In order to get more leads, you need to start weaving your net with more threads.