Digital Integration, or Connected Marketing it goes by a few different names however it is all about pulling together your marketing effort to work efficiently. It still surprises me that companies that have split marketing functions continue to split the effort, or worse still end up competing! 
My favourite example is the firm who had separate department for on and off line marketing, both with their own KPI, demands and strategies. The print ads would never even mention the website and would only give a phone number, by using reference numbers in newspapers, magazines and billboards they tracked customers by what reference number they quoted, or over all just the number of people who called. The reason for not mentioning the site? The department was only setup to count the calls. If more people came via the website the other department got the credit.
It is now even more important to look at the various channels, if for no other reason than to cover reputation management.
For more on Digital Marketing Integration (Connected Marketing) check out this great article by Garry Przyklenk – What the Heck is Connected Marketing?