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If you are like most marketers, you've probably taken a silo approach to your marketing. In fact, according to Experian’s The 2014 Digital Marketer, 85% of marketers still operate within channel silos. While it has been a practical approach and likely the easiest way to attempt to manage the influx of new channels, it is time to change your approach.

The new reality is that your target audience isn't just hanging out with one channel exclusively, but intermingling – likely interacting with many at one time – and your efforts must match that behavior. With so many options, it is important that you be where your audience is -- they likely won’t seek you out.

And, perhaps more importantly, different channels play different roles for consumers. Your print catalog may act as an awareness generator for one consumer who then visits your website to purchase your product. Or a radio piece may influence another consumer to visit your social media page to sign up for updates and then ultimately donate to your cause when she receives a follow-up direct mail piece.