Marketing on Multiple Channels .

Putnam Investments:
Putnam Investments is an international financial advisor that provides investment choices, asset allocation funds and monetary guidance. Mark McKenna, Putnam‟s Managing Director of Communications, works with social media catalyst Tippingpoint Labs to develop a comprehensive strategy to deliver a message and reach out to its target audience.
“At Putnam, we no longer think that our dot.com site is the center of the universe,” said Mark in an interview with David Meerman Scott.
“We need to break down the walls and provide content in lots of different places. Long gone are the days when we just put out a press release or gave an exclusive to a reporter. Now journalists are looking for stories. So getting content onto blogs, Vimeo, Flickr, Twitter, and many other sites is the way we‟re going.”

Putnam created its blog The Retirement Savings Challenge, which seeks to generate an authentic conversation about existing workplace savings plans in the States. Its goal, as described in the blog itself, is to “become a more reliable foundation for our nation‟s retirement system.” Putnam realized the importance of a blog presence for building thought leadership in the industry.  
The firm also leverages the power of social media. As Mark said, “It‟s another media that we all have to learn. Some people were slow to the Internet and I see similar patterns with social media adoption where the power is underestimated.”
The idea behind such a comprehensive strategy is to transform a site from a mere destination to a series of experiences across the Web. By spreading content on multiple platforms and using them in unique ways, Mark is exposing the company to a lot more PR opportunities. “If we get lucky it makes it onto the CNN Money, Forbes.com or the WSJ.com, and more,” he noted. “That's much better than advertising.”
It is much better than advertising not only because it is more affordable for the firm. It also builds valuable assets that keep bringing qualified traffic and keep engaging people in desired ways. It is a long-term solution to both building a brand and generating leads.

Marketing takeaway:
Even if you are in an industry traditionally limited by various regulations, you can still develop an effective strategy to inbound marketing. You can maintain a blog about industry news and events; you can still post updates on social media profiles; you can still save from advertising and engage in long-term relationships. Marketing on multiple channels adds power to your overall presence on the Web and thought leadership online.