Marketers today need to reach consumers across an almost dizzying array of touchpoints, both on- and off-line. That means driving complex, multichannel campaigns.

At times it can seem like an impossible task. How can we possibly design, execute, and measure campaigns comprised of so many moving—and constantly evolving—parts? What does it take to deliver a cost-effective, consistent customer experience across not only the latest digital/mobile platforms, but also across call centers, point-of-sale systems, and other traditional channels?

As I see it, there's only one way to tackle a challenge this enormous. To succeed in today's fast-paced, multiplatform environment, you need to implement two critically important tactics: marketing automation and integrated marketing management (IMM).