We all know the chaos of modern consumerism and the growing expectations of consumers for personalization and convenience. More content than ever and more touchpoints than ever before. According to BuzzSumo's Content Trends report 2018 only 50% of the content gained at least 4 shares across all major social networks, half of what they were in 2015.
the creation of an integrated marketing organization is a priority for 2019.
No. 1: Your marketing organization (and your production!) Exhibit symptoms of inefficiency and misalignment.
SiriusDecisions found that 60-70% of content remained unused in B2B organizations, representing hundreds of thousands, if not millions, of waste
Which brings me to the second reason for focusing on integrated marketing in 2019.
No. 2: Customers make fun of your business silos.
Break the silos of marketing organizations once and for all, especially the separation of "content marketing" from the rest of the marketing organization. The content touches all departments: public relations, corporate communications, social networks, television and digital. It has become both the asset, the intellectual property and the product of a company; Despite this, we still have agendas, metrics, and stacks of different technologies.
ANA only "25% of CMO's digital media investments reach target audiences", which represents "more than $ 20 billion of marketing waste". The waste of content is defined as an investment in content that has no strategy. objective or business impact, offers little value to the customer, has been poorly executed or duplicated.
What causes this lack of strategy and this waste? The most obvious answer is a lack of visibility on several organizations resulting in duplication of content, an inability to combine campaign efforts and difficulties in maintaining brand governance. Alternatively, your teams may work well independently but miss a major opportunity to collaborate more broadly within the organization. By working toward a holistic program that aligns disparate production efforts and integrates different workflows across multiple calendars, savvy brands will have the advantage and the means to overcome noise.
Early 2019 with an integrated plan
The benefits of setting up a more integrated marketing organization are obvious. Investing in Integrated Marketing:
Improve the efficiency and operational efficiency of any marketing organization.
Break silos and encourage collaboration and efficiency.
Champion of omni-channel marketing in the client organization.
Position content as an asset to be managed as the entire IP address of your business.
Support the creation of a consistent and consistent customer experience.
I challenge all brand marketers to start looking within their organizations and think about areas where you can improve their operations and planning. Start with a simple question: what is a milestone or shared goal that multiple teams can start collaborating on? Start small, but focus on providing an integrated, measurable and relevant content experience on all customer touch points. Once you are ready, we have a 40-page ebook that will guide you step by step in creating an integrated marketing organization.
Location Pham is the Vice President of Strategy and Creative Services for NewsCred. She is also the author of The Integrated Marketing Organization: How to Reduce Content Waste, Increase Collaboration and Optimize Performance .