The Mobile Commerce Revolution: Business Success in a Wireless World

9. Collaboration and Integration Are Critical

The term integrated marketing has been around for decades. For many marketers and business owners, this term simply means a concern for brand alignment and media scheduling: that is, the message is the same online and offline, things look the same, the colors match, and so on. Integrated marketing campaigns have historically been planned on Gantt charts for messaging, scheduling the various forms of marketing from direct mail to television to fire in succession and in support of each other and of a campaign.

There was indeed a time when integrated communications experts could strategically plan the sequence and delivery of the messages that made up a campaign. The Internet, however, disrupted this ...