The business may advertise on a computer network, get inquiries by modem, and answer them by mail. The firm may also give a demonstration on a BBS and offer to send by mail a giant catalog on a CD-ROM disc. Almost every case history mentioned in this book integrates one electronic medium with another, and with publications, direct mail, catalogs, or salespeople, often in ingenious ways. In many instances, the degree of integration went beyond the space allowed for description. Integration unifies your entire campaign into a seamless whole.
Integration can gradually build into a continuous chain of promotion.
Integration can add instant action to image advertising. Integration helps trace results and the accountability of components. Electronic sales staff training can be combined with the entire marketing campaign's orientation along with each electronic enhancement. At the same time, the sales force can be instructed so as to get maximum sales from each component of the campaign. Simultaneously, electronic service and sales efforts can be integrated.