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.
Free Download for members
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
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
Turbocharge your results with this toolkit containing 7 resources
The Marketing Campaign Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
What are the six essential parts of a campaign planning template? Today’s marketing campaigns are complex since they need to reach and engage audiences across a range of digital and traditional channels as shown by our RACE growth system visual. …..
Examples and definitions of integrated marketing today. Find out why integrated omnichannel marketing is essential to the success of your business Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts – …..
Mastering the art of the product launch: 3 product launch examples plus our recommended process and templates for a successful product launch You are working during one of the most entrepreneurial eras in history. Thanks to digital media, launching a …..
