Many marketers are struggling mightily with these issues. Media integration requires them to substantially rethink how marketing departments are structured and operate. It requires a much higher level of coordination than most organizations currently achieve, presenting a structural challenge. Most marketing departments are split by medium, with experts focused specifically on print, TV, e-mail, and so on. For many organizations, campaign integration requires reorganization, replacing existing media-specific silos with cross-disciplinary teams.

Media integration also requires employees with unusual skill combinations. As cross-disciplinary teams are created, the old silos remain due to lack of cross-media understanding. In addition to media experts, marketing departments will need generalists, strategic thinkers with a solid grasp of a wide range of media and the ability to think about campaigns and programs across all applicable media. An understanding of each medium's capabilities and how consumers use it will be vital to selecting the right media mix for any given campaign.

The final challenge is technical. Identifying the appropriate medium for a given consumer can be an extreme challenge. Take e-mail on a BlackBerry. For BlackBerry users, the same message must be displayable both on a BlackBerry and in Outlook. However, the two formats are incompatible, so a great experience in both is hard to achieve. These kinds of challenges will only grow as the range of devices and channels continues to explode.

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