Having a joined up approach for your marketing efforts has never been so important. Lines between the offline and online worlds are becoming progressively blurry. The overlap between paid, earned and owned media is increasing to the point of total union.
If your efforts aren't already aligned, cracks in your approach are going to become more and more apparent. You'll also be missing out on the massive opportunity presented to catapult you campaigns to new audiences - gaining reach simply by presenting your offering in an omnipresent manner.