It’s 2015 – yet marketers are still clinging to ideas that served us well in 1995.
That’s the stark conclusion of our research into how marketing decision makers are approaching multi-channel marketing.
Nearly half of those surveyed admitted that they were still running campaigns in isolation, while 30% admitted that the campaigns they run are not designed to work across multiple channels.
As an industry we’re wedded to practices we’re familiar with and unwilling to spend on areas outside that personal experience. Nowhere is that more obvious than marketers’ spend on SEO – just 20% are assigning budget to what is a crucial area of marketing.
When you consider how prevalent Google is in everyday life that fact is staggering. If you’ve bought a product or service in the last 6 months on anything other than a whim and didn’t Google it first, then you’re in a tiny minority.
We now live in a world where we all access information via a variety of channels, so it’s a huge puzzle to us why marketers are pretending we don’t and continuing to focus on delivering campaigns by channel, rather than audience.
It doesn’t get any better when you look at social media – just 27% allocate budget here, in contrast to the 52% who spend money on online advertising. We’d bet our last penny that most of this spend is going on banner advertising and site take overs – things that we know annoy customers.
How do we address this issue? The starting point is as always in good comms our audience. Figure out who the targets of a particular campaign are going to be, then explore the channels they use, and then figure out how an integrated approach can be used to engage them across channels.
If your campaign doesn’t work on more than one channel, it’s going to have to be the best idea in the world, anything else isn’t good enough.
You can download our whitepaper exploring these challenges in more detail here. Or if you disagree with everything we’ve just said let us know on Twitter – we’re always up for a debate.