Digital Marketing Channels Need Better Integration There is ample evidence that cross-channel marketing yields higher returns that any one single channel. An analysis by the Minnesota Habitat for Humanity presented at a regional meeting, for example, clearly shows that fundraising campaigns with integrated online and offline components yielded higher response rates and higher average donations than either channel on its own. Similarly with the explosion of social marketing, the need to integrate those programs with the broader marketing mix is critical. However, a recent study by Unica as reported through eMarketer clearly shows that most companies do not have a comprehensive marketing approach with more than one-third reporting that their social marketing runs in isolation from other marketing initiatives. 
In an informal poll at a recent association conference session on social marketing nearly everyone said their social media programs are disconnected from other marketing. As associations and other non-profits move quickly to implement social networking, social media, and mobile strategies, gaining maximum ROI requires a comprehensive approach that fully integrates these initiatives with existing programs.
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Lehman Associates Moves to Washington
We have relocated our office to the Washington, DC area to better serve our clients in the associations community.
Our new mailing address:
2308 Mt Vernon Ave, Suite 713
Alexandria, VA 22301
Our national phone number remains the same: 888-221-0081
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