The evolution of digital marketing has forever changed the way marketers have to think about how to build and manage a brand. No longer a “behind the scenes” function, marketers are now one of the most critical and visible functions of a successful organization. With responsibility for both traditional and digital marketing channels, an effective marketer must be a strategist, writer, online guru, relationship builder, executer and more.
But many communicators are struggling to find the most efficient and effective way to connect traditional marketing tactics and digital marketing tactics.
When connected effectively, traditional and digital marketing tactics offer immense opportunities to build market recognition, increase brand awareness and provide the foundation for strong and sustainable growth. To do so, successful marketers must turn to the “Multi-Touch” approach.
The “Multi-Touch” approach combines traditional marketing (advertising, public relations, events, etc.), which offers opportunities to reach the masses, with digital marketing (social networking, SEO, etc), which offers a more personalized, one-on-one communication opportunity. This integration allows marketers to offer consistent messaging that resonates to as many of the ‘right’ customers as possible, through all the proper channels.
The integrated marketing campaign that is created through the “Multi-Touch” approach provides marketers to use existing assets from traditional marketing for search and social media marketing efforts, and vice versa. Utilized by smart marketers, the “Multi-Touch” approach and integrated marketing campaigns can generate the measurable results needed to build your business quickly and effectively.
Written by Twitter Handle @jabraha7
This is the first episode in our series of online talk shows we have produced to provide you with insight into marketing best practices. Joining us is Dave Meirowitch is the founder and president of 
