The key to any marketing or political campaign begins by having a good message and marrying it with good presentation. In the online world, presentation comes in all formats - video, audio, text, and graphics - and is often mixed. In older mediums, each format followed its own rules. A good modern campaign will therefore respect each format and treat them as layers in package or pyramid of delivery methods. Good message should be detachable from the medium - that is, if delivered in any medium with good presentation, it would be effective. A good marketing campaign will then appropriately target the mediums to the desired audiences.

Zarko Research believes that an integrated approach begins first by crafting what the message is. That takes careful writing, and even before writing, careful thought. As in chess, understanding the end game and knowing what ending positions are winners before you even begin the game is vital. Sometimes that understanding requires market research or polling - but experience, careful listening, and planning go a long way as well.