Integrate Marketing Disciplines, Give Mobile a Chance
Digital marketers will need to improve their internal interaction with those in control of the budget if they have a desire to build a cross-channel audience.
A new survey (Digital Marketing Census - 2015) from Marin Software explores the top marketing priorities for 2015 and reveals that marketing teams are currently quite siloed. When asked how marketing tactics (e.g. search advertising, social media, SEO, and display) are organized within their companies, less than one third (27%) of respondents said those disciplines are totally integrated with one another. Only 24% of respondents said their digital marketing is totally integrated with offline campaigns such as outdoor, TV, and direct mail.
"Advertisers that are not integrating their campaigns across channels and devices are leaving money on the table," said Matt Ackley, chief marketing officer and senior vice president of product at Marin Software. "The old model of each discipline operating within its own silo is counter to how people shop and consume media. Savvy marketers that integrate their data and campaigns stand to achieve a greater return on their ad investments."
The survey also revealed that digital marketers have a long way to go when it comes to mobile. Just 57% of marketers in the US indicated they optimize campaigns for mobile "when they can" but do not make mobile a focus of their programs.
Marin Software published an infographic on the results of the survey, which we've posted on Website Magazine resource directory Webmag.co.
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