We know social media is here to stay, despite any backlash, but so too is traditional marketing. Omnichannel marketing is driving the need for Marketers to integrate digital marketing strategies rather than creating separate plans for different channels, and departments working in silos.
Our research with the TFM&A suggests progress as Marketers are move towards strategic integrated digital planning 'though only 1/4 of companies were satisfied with their level of integration across digital and traditional communications and 7% are full integrated and optimised.'
The chart certainly shows there is challenge which many businesses are trying to meet.
The most detrimental factor to 'integrated planning' is the lack of planning, as many companies have separate traditional marketing and digital marketing teams whom work independently when it comes to planning their marketing.
27% of businesses lacked integrated planning and teams were still structured in silos amongst 24% of our respondents.
It's not rocket science that it's important to develop processes and skills to improve this type of structure, and have top-down support to make this happen though it doesn't happen over night and can be a cultural change.
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This research from Smart Insights in association with the TFM&A 2015 event explores approaches businesses use to plan and manage their investments in digital marketing. Findings and recommendations are grouped into 6 areas to improve the commercial contribution of their digital marketing.
Download our Managing Digital Marketing 2015 report.
By Expert commentator
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