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The five pillars: successfully integrating the "old" media with the "new" relies on getting both to work in concert with each other.

Article Excerpt
Advertising today is experiencing a period of profound and accelerated transformation. Technologies such as blogs, podcasts, and streaming video are permanently changing consumer attitude and behavior. The good news is that this transformation creates opportunities for everyone in terms of advertising. The key, however, is to integrate the tried and true "old media" outlets with the emerging "new media" to get more consumer engagement and better results from your advertising dollars.

Smart advertisers now realize that the trend is not going from old media outlets to new media outlets; rather, the trend is about combining the two media outlets so they work in harmony with each other. That is, the old media (TV, radio, and magazines) can be used to get the advertising message out into the marketplace, while the new media (online options) get the consumers' engagement and response.

But before you rush out and start integrating your advertising, you need to first understand some basic tenets, or pillars, of digital marketing. These pillars are the foundation of your online ad campaign and give some much-needed discipline to digital marketing. Use the following five pillars to enhance the engagement and response of your digital marketing campaign so you can successfully integrate your old...

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