For years I have counseled my advertising clients to have their advertising efforts working together as the sum of a whole rather than treating each separate ad or marketing effort like a stand alone element.  Maximizing the value of every advertising dollar is the smartest way to operate and making mention of other advertising efforts being made is a great way to get the most value.

More recently I have counseled others to be sure to push their online content through traditional channels and vice versa.  It just makes sense. This is particularly important when we know our audience is now scattered across a fragmented marketplace. Pulling things together in this way is providing the thread that weaves our marketing tapestry.

Mashable published a post today highlighting this very thing, discussing how Trident Gum published a full page ad to show the conversation taking place on their Twitter Feed.  A beautiful example of capitalizing on the marketing effort being placed in the Social Media sphere and also advertising their presence on Twitter to those in the traditional print media audience of the newspaper.  They will certainly gain more Twitter followers using this method and the newspaper audience gets a glimpse of the Twitter conversation.

This also brings to mind another point.  If you have your eye on streamlining your marketing efforts, you could follow this lead to move as much of your audience online as possible and just pour all of your resources to that single channel in a variety of ways.  I happen to believe this is the transition that is underway since it makes the most sense from both  economical and efficiency perspectives.  If you are a small business, take note.  This is a spectacular way to get the very most out of your resources and is especially useful when the budget is limited.

I’ll be writing all about Inbound Marketing strategy and technique in the coming year.  This example illustrates parts of Inbound Marketing strategy.  Moving more and more of your marketing effort online will require the kind of thinking being demonstrated here by Trident Gum.  Building your audience is a key element of Inbound Marketing and all of your marketing efforts going forward should be aimed at that goal.

What are your plans for synchronizing your advertising and marketing efforts in 2010?  You can share your comments here, or join my Facebook fanpage and share your thoughts there.  I also encourage you to sign up for my email list (both links are in the right margin).  Over the next several months I’ll be giving you step by step instructions for building an Inbound Marketing plan for your business and discussing the vast array of tools available to implement the plan.

~Lisa