Study: More than a third of marketing campaigns are channel ‘silos’

A recent survey shows that marketing professionals are struggling to use new platforms, learn more about their audience and create content that consumers enjoy.

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A recent survey of 300 senior marketing pros conducted by Hotwire PR revealed that only a third think their brand campaigns work across multiple channels, including online advertising, PR, event planning, traditional advertising, social media and SEO.

For those using multiple channels, 35 percent said they develop a specific campaign for each—not only meaning more work for marketing professionals, but also a silo-like approach to branding and communication.

Not all channels are created equal, either: Though nearly half use PR tactics, 79 percent said they don’t include SEO in their marketing budget. However, more than half said they spend money on advertising online—and those ads are often displayed in search engine results.

SEO isn’t the only strategy getting short shrift. Only 27 percent said they include social media in their marketing mixes.

The lack of SEO and social media in marketing budgets might stem from a lack of familiarity—41 percent said using new platforms is their biggest obstacle.

Other respondents said developing new skills (39 percent), learning to integrate marketing channels (36 percent) and understanding their audiences (32 percent) are challenges they’ll continue to face for the next several years.

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