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New research unearths a fear of the unknown amongst marketers as teams are reluctant to adopt new channels and continue to work in silos

by on August 6, 2015 in Lead Article, News you can use, Nuggets, Research

Marketers need to break the mould reveals new Hotwire survey

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 as 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 ran 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 how they explore the possibilities offered by new channels but with this comes an understandable fear of the unknown.

Download Hotwire’s “Marketing in Silos” whitepaper to read more about the survey results and the top tips on how to overcome the identified challenges.

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 whilst marketers understand the importance of having an online presence, with online advertising featuring in 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.

Alex MacLaverty Group MD, Europe at Hotwire said: “It’s never been clearer that marketers have to embrace campaigns that run across channels. 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 Hotwire’s “Marketing in Silos” whitepaper to read more about the survey results and the top tips on how to overcome the identified challenges.

 

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