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Sales Tip - Are You Kidding? How Can They Call That Integrated Marketing?

Every digital conference I attend has at least one session on "Integrated Marketing." Every time I attend one of these sessions I am disappointed. In the digital world, integrated marketing means integrating various digital media: web, mobile, email...

Never yet have I heard a digital marketer, advertiser, or agency mention traditional media within their concept of integrated marketing at these conferences. After sessions, I have often questioned the speakers about their lack of traditional media. They appear chagrined, but they haven't modified their presentations.

Radio has a wonderful opportunity to truly offer integrated marketing that includes traditional, digital, and event. Include all station opportunities in your presentations and take back revenue that has been sliding into digital "integrated campaigns."

Source: John Potter, SVP/Professional Development, RAB

Editor's Note: RAB will be hosting live webinars next week featuring Chris Pendl, Creative Director of Bonneville Seattle, with ideas for helping radio advertisers get the most for their money by using integrated marketing. Registration is available here. Cost is $49 for members, $79 for non-members.