challengeIf brands readily acknowledge the efficiencies and impact bought by integrating digital marketing, why then is the implementation process so slow? Only 6% of of  respondents thought that their digital strategies were already integrated. 35% of respondents indicated that the technology required to achieve a truly integrated digital marketing strategy was too complicated. There are also structural issues at play: 24% said that their team wasn’t set up to run an integrated digital marketing strategy and 15% stated that disparate data was the problem. The digital marketing community continues to struggle in convincing marketers that their efforts should be managed and optimized holistically in order to maximize rewards, regardless of the time commitment or expense in implementing.

hqdefaultI have just been reading some of the summaries from the latest gathering of digital marketing “stars” (in their own minds) at SXSW and it’s no wonder that there is so much money that is being wasted in digital marketing.  Would I like to be able to whatever I want when it comes to marketing online?  You bet, but I understand that my client is in business to make money and I have to clearly show them that what we are doing is  driving brand objectives.

PS_0770W_ELEMENT_SURPRISE_tFive years ago, 78 percent of consumers used at least one online channel when prospecting. Today, 88 percent do—and four in 10 want even more digital interactions than what companies are providing. Two-thirds said the number of companies or brands they consider for purchase has increased significantly compared with 10 years ago.  Digital has become more important to consumers across the board. Some consumers have completely “gone digital”—they prefer to interact with their providers via online channels at every opportunity and are loathe to be forced into conversations with humans.

keep-calm-because-this-is-bullshitForrester, the respected market research company, has a history of releasing reports that cast Facebook in a bad light in the eyes of advertisers.  Forrester’s Nate Elliott says Facebook’s move to continue to chop down the organic reach of brands’ Facebook posts and the fact that marketers continue to be dissatisfied with the performance of their Facebook Pages point to the fact that brands “don’t actually have social relationships with their customers.” He adds that it is time for marketers — who have been wasting “significant financial, technological, and human resources on social networks that don’t deliver value” (which also includes Twitter, in this report) — to explore new techniques such as using smaller social networks (which are less cluttered than Facebook and Twitter because they currently have fewer users and advertisers clogging up the News Feed and by adding social relationship tools to their own websites.  Should you listen to Forresers advice?