It seems you either have what it takes... or not
When speaking to businesses about their marketing, integration is a common challenge, whether that's integration of comms, technology or teams within a business.
The latest Econsultancy / Adobe Digital Intelligence briefing sheds some light on how many businesses have achieved integration. It's encouraging to see that nearly half of businesses can confidently state:
Digital Marketing permeates most of our marketing activities
Kudos to the businesses that say that digital permeates all our marketing activities or that they are 'digital first'.
![](https://www.smartinsights.com/wp-content/uploads/2017/02/2017-02-02_15-47-51-700x646.png)
It's less encouraging to see that this figure hasn't changed much over the last 3 years. What's more, integration is severely lacking in nearly one-fifth of companies say that digital marketing is 'very much separate'.