Marketing and Communications Integration
3 key barriers that need to be overcome to help towards better integration of digital media
“Truly Integrated Marketing is the holy grail for the marketeer. ”
Colin Green, Marketing Director, Land Rover UK
Yesterday I saw a PPC advert for a pair of shoes that I’d wanted for a while. I clicked through to find that the product was actually out of stock. The next day I was retargeted by the same retailer advertising the same shoes and but at a different price, I clicked through again, and again found that the price was as it was yesterday and there was still no stock. It’s not the first time I have seen this and imagine you may have too. The experience got me thinking about the dangers of running digital marketing in silos leading to a lack of integration with businesses a long-way from the holy grail of integrated marketing communications. In my experience the PPC, retargeting and the merchandising team were all doing the right things:
- PPC – Driving relevant traffic on core product search terms
- Retargeting – Driving personalised repeat visits based on products viewed
- Merchandising – Automatically updating product stock based on availability.
The problem was that they were doing them in isolation and that lead to a poor consumer experience and a probable reduction in sales in both the short and long-term.
Research carried out by Smart Insights and TFM&A in 2014 found that 56% of businesses describe their digital marketing capabilities as inconsistent, basic or non-existent, and only 44% had advanced or optimised digital marketing capabilities.
So, it’s safe to say that there are significant opportunities for brands that can integrate effectively. What follows is a short exploration of 3 key digital integration challenges. In future posts, I’ll start to explore each of the 3 problems areas in more depth.
Barrier 1. Lack of planning
“Digital Marketing has to be driven by an overall marketing strategy. In the future, I believe that every marketing activity will involve digital technology.”
Considered planning helps companies to prioritise, set goals and allocate resources to meet targets, yet the research showed that 46% of businesses with digital outputs don’t have a defined digital plan, and 44% also don’t have a defined marketing plan to align digital strategy against.
As Steve Forbes said “Your brand is the single most important investment you can make in your business.” Your channel strategies should be aligned to this overall strategy to ensure you are delivering a consistent message and experience for your customers.
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