Organisational structure and company culture are seen as the two main obstacles to effective integrated marketing, according to a new report from Econsultancy and Adobe.

The survey also found that disparate data sources continue to be a key problem for businesses, as are non-integrated technology platforms and a lack of senior-level buy-in.

The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.

This briefing, based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013, looks at data, analytics, technology and skills in the context of integrated marketing.

Integrated marketing is defined as the development of strategies, campaigns and messaging that weave together multiple marketing disciplines and channels, with the aim of providing consistency and maximising their impact.

Looking at the factors that contribute to successful integrated marketing, respondents cited a customer-centric culture, effective technology platforms and marketers with the right skills as the most important attributes.

Please rank the top three obstacles to/factors for successful integrated marketing activities in order of importance.

Integration as a Strategic Priority

The report also investigates the reasons that companies prioritise integrated marketing. The results reveal some naivety in the business reasons for doing so, as the only purpose of any digital advancement should ultimately be to improve business performance. 

Customer experience came out as the main reason for prioritising integrated marketing, but according the report’s author:

Customer experience... is a vital component of customer satisfaction and retention, but it is an enabler of revenue, not the end goal.

Data taken from a separate question shows that companies who clearly understand their digital ROI are more than 40% more likely to make integrated marketing a high priority.

What is the principal reason for integrated marketing becoming a high priority for your organisation/clients?

David Moth

Published 6 January, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (2)



Website marketing and SEO is nothing like it used to be. Thanks a lot for publishing this. Shows me that I need to change some things and start working harder toward my goals.

over 4 years ago

Jon Stephens

Jon Stephens, Digital Business Design Director at DigitasLBi

I'm not surprised that organisation structure and culture are the top two obstacles. Unclear accountability, too many management layers, silos and wrongly incentivised behaviours are all preventing the creation of the ideal customer experience.

But what this report does highlight is the scale of the challenge facing marketing teams - in my view you really need all of those top 5 obstacles out of the way (or at least reduced) to create truly integrated marketing. Addressing one without the others will have limited impact and will likely be time and money wasted.

over 4 years ago

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