Today's chart of the day comes from our 2016 research into managing digital marketing, which asked 1096 marketers from around the world about their experiences of managing the challenges of digital.
One particularly important finding from the report was the poor state of integration between digital and traditional channels. There can be no doubting that this is important. Customers increasingly spend their time online and assess content digitally, making digital marketing ever more important. Yet some brands are starting to think traditional channels have become under-rated as a result and starting to question if they've over-invested in digital.
Whether one channel is more important than the other is an irrelevant question; clearly both are of immense importance and which one is more important will vary between businesses. The key thing is that they should be working together to drive the same message and goals. Yet we found 50% of businesses have no or limited integration.
And of those with some integration, most are merely at the stage of trying to integrate them but have not yet fully achieved it. Only 5% report having fully optimised the processes, so there is clearly a long way to go.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
This blog post has been tagged with:
IntergrationTurbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Audit your digital media effectiveness to build stronger campaigns and an efficient marketing funnel Reviewing your use of digital media is a crucial starting point for creating or optimizing your digital marketing strategy. But how do you tune in and …..
Are you practicing always-on marketing, and if not, why not? In the pre-digital era, marketing activities were planned in campaign ‘bursts’ around new product launches and promotions. My belief is that to be effective, digital marketing needs a change in …..
Use our updated digital marketing tools infographic to audit the types of marketing technology you use As marketers today, we’re fortunate to have a huge number of free and low-cost digital marketing tools to give us insight into our customers, …..
