July 26, 2012 | Written by: Chris Wright
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That howling you might be hearing in the sacred halls of your market department is likely no ordinary True Blood-like werewolf; it’s your organization’s digital marketer.
Digital marketer howling, even snarling at traditional marketing colleagues, is clearly a symptom, according to available corporate folklore, of working in silos. What’s worse, this functional solitary confinement means that marketing departments are missing opportunities to link deeper understandings of customer motivations and preferences identified in web and social channels to traditional ones, such as direct mail or email.
The IBM State of Marketing Survey 2012 confirmed as much. The survey revealed that 65 percent of marketers analyze their online visitor data, but only a third are targeting 1:1 offers or messages through digital channels, and less than 1 in 5 is using this data for other traditional channels. The same survey also showed that 85 percent of respondents agreed with the need for an integrated marketing suite, which allows organizations to cross the digital divide and leverage insight on consumer preferences and motivations.
Further, with the increasing proliferation of channels, new technologies and sheer volume of different data types, marketers need to start integrating and removing silos. The survey results revealed additional loan wolf behavior in emerging channels — 79 percent of marketers run mobile and social campaigns either in silos, discreetly or on an ad hoc basis. Only about half of all respondents were using social media data to inform their decision-making processes about marketing offers and messages.
The good news: This August 8th we’re examining just these issues in a Webinar entitled: Do You Compare? Insights from IBM’s Annual Global Survey of Marketers: Bringing Together Digital and Cross-channel Marketing.
While a cure for werewolfism (also known as lycanthropy) is likely beyond the webinar’s scope, we’ll explore how we can help digital marketers and even their colleagues greatly reduce their howling.