A report from the Optimization Group suggests that businesses launching new media marketing campaigns have to win buy-in throughout their organization to ensure brand consistency and success across channels.

A report from the Optimization Group found that businesses launching new marketing campaigns need to ensure their entire organization is working toward the same goal to streamline outreach and work toward optimal conversion optimization. As web marketing spreads to several channels, it’s critical that every department communicate to avoid missed engagement opportunities, conflicting brand messages and other internet faux pas.

The report emphasized the need for marketers to develop a company-wide understanding of which channels demand the most attention and allocate resources accordingly. Financial resources are obviously an important consideration, but assigning responsibility to the correct employees or marketing partners demands similarly high attention.

In general, successful new media marketing strategies require buy-in from stakeholders, but also require comprehension of goals and the business’ message. This can’t be formalized without input from each department involved in the campaign.

“If a marketing manager focuses on one thing in 2012, it should be to develop solid internal alignment on marketing objectives across the executive management team,” Jeff Ewal, CEO of the Optimization Group, said in a release.

The dynamic nature of the web dictates that campaigns evolve as audience behavior does. Brafton recently reported, for example, that social media users typically fit into one of four categories. For instance, consumers classified as “sharers” are active on social most and likely to spread content to their contacts. While social media marketing teams may understand the need to create content that appeals to these users, stakeholders in other departments must be similarly aware of the potential for interactions – positive or negative – from these users.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.