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Why Are Comms Campaigns So Siloed? Study Finds Marketing Teams Fear New, Unknown Channels

One campaign, many channels. Marketers are lectured on this all the time—but is it actually happening? According to senior marketers, the answer is no: 46% admit campaigns tend to run in isolation, while nearly a third (30%) say their campaigns are not designed for multichannel.

These findings are a result of a study by Hotwire to understand current perceptions in the marketing industry. Hotwire asked 300 senior marketing decision makers how they currently run campaigns and the big challenges they see for the future.

The survey uncovered clear biases towards “preferred” channels in industries across the board. Once marketers have the data to prove something has worked, it’s only human nature to apply the same approach in the next campaign. The challenge, then, for marketers is to explore the possibilities offered by new channels—but with this comes an understandable fear of the unknown.

In fact, 41% reported their concerns with using new platforms and 36% said channel integration would be their biggest challenge in the next five years, especially as only a third of companies believe their current campaigns work across multiple channels. This siloed approach, however, is a hindrance to delivering an optimal marketing campaign.

It was also revealed that while marketers understand the importance of having an online presence, online advertising features in only 52% of marketing budgets. Less than a third (27%) include social media in their budgets and 80% of senior marketing decision makers do not include SEO. Given that one in six people worldwide now use Google, marketers are missing a trick.

“It’s never been clearer that marketers have to embrace campaigns that run across channels,” said Rebecca Honeyman, VP and general manager of Hotwire NYC, in a news release. “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.”

Download the complete report here.

Source: Hotwire PR; edited by Richard Carufel

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