Marketing Silos Persist
A recent survey of senior-level marketing decision-makers from PR firm Hotwire reveals that while a variety of channels are being used, there is more to be done when it comes to integrating campaigns.
Revealing a significant bias toward "preferred" channels, 46 percent of respondents to Hotwire's Marketing Silos report indicated that their campaigns tend to run in isolation, with nearly one-third (30 percent) revealing their campaigns are not designed for multi-channel use. Seems like a genuine opportunity for optimization if ever there was one.
“It’s never been clearer that marketers have to embrace campaigns that run across channels," said Rebecca Honeyman, VP and General Manager of Hotwire. "Our audiences no longer get all their information from one place – so why as an industry do we still expect single channel campaigns to be successful? We, as marketers, need to be far smarter about identifying the right channels for each campaign and break down the self-imposed silos of the past 20 years.”
Most surprising in the report, however, is the breakdown of channel use. Online advertising, for example, is included in just 52 percent of marketing budgets, and SEO and social media in just 21 and 27 percent respectively.