To fully integrate a marketing strategy, Africa suggested several key strategies:
-Look at your marketing plan from an overall perspective;
-Allocate your budget by determining what percentage of your business comes from which channels;
-Online, separate direct referrals from no referrals;
-Ask what the trends are, adjust your focus and expenses; and
-Send out “we miss you” e-mails to customers who haven’t ordered lately. According to Africa’s studies, they should get 25 percent to 30 percent conversion rates.