The challenge of integrating digital and traditional marketing.
Our latest research on Managing Digital Marketing in 2016 suggested progress as marketers move towards integrated planning of digital and traditional activities, but there is still plenty of room for improvement with only one-quarter of companies satisfied with their level of integration across digital and traditional communications and 5% fully integrated and optimized.
The chart certainly shows this is a 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 who work independently when it comes to planning their marketing as Amanda Rendle refers to when she says:
“In many organizations where they are behind on digital what happens is they hire in someone to be a head of digital or ecommerce as separate functions. All of a sudden, that person hires a load of marketer/customer experience champions, so you end up with two marketing departments. For any organization it’s huge waste of resource to have two teams doing the same thing. That’s the real danger."
How do you see it - do we live in a "post-digital world" or do you think specific digital marketing skills and roles will be required?