Overcoming Marketing Channel Bias
The usual argument for integrated marketing is that when your marketing channels are coordinated, the whole is more than the sum of its parts. That’s very true, and you knew that already.
The other reason, which is not often discussed, is that it helps overcome channel bias. PPC people will always favor PPC. Social Media people will always favor Social. Print people will favor Print. The job of your marketing strategist is to allocate your budget most effectively, without favoring any one channel over another.
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