Oftentimes, an offer advertised by a company via one media outlet isn't consistent across multiple platforms, Jim Steme writes for ClickZ.
If a company is unable to deliver a "consistent customer experience" across multiple channels, they're likely to have higher bounce rates, lower engagement and decreased customer satisfaction and loyalty.
On the flipside, if a company can provide a seamless customer experience through multiple media departments, it will likely be able to deliver more sales and improve profits, as well as customer retention.
In order to determine if your business has a consistent marketing strategy, the author suggests collecting all marketing materials from across the organization - such as magazine ads, TV commercials, search results ads, banner ads, email newsletters and social media offers - to see if there is a cohesive strategy or a disconnect.
The media outlet explains that if it looks like a "multitude of marketing managers, product marketers, agencies and interns were off in their respective corners reinventing the wheel," then you have some repurposing to do.
According to the website for OneMS Integrated Marketing Solutions, a cohesive campaign ensures customers know about all new changes to the company, and makes offers more reputable and believable.