360: A New Marketing Imperative
How Integration became the Foremost challenge rattling the global marketing industry
It’s no secret the modern marketing team has been evolving rapidly and significantly. Today, marketers are experiencing more complexity in the campaign process, dealing with more stakeholders and bigger budgets. In fact, even despite the pandemic, the ad industry is expected to rise 23.3% YoY in 2021. The industry’s evolution includes new challenges and layers of complexity to the campaign development process, such as:
The channel mix used by advertisers has both expanded and diversified in recent years. Yet 51% of marketers still say they are not confident they have the right media mix, up from 44% YoY (Kantar).
A rising tension between brand and ecommerce objectives, being amplified by the growing ecommerce industry, which was only fuelled further due to the pandemic, and is expected to reach 4.2 Trillion globally this year (Forbes).
An overwhelming number of MarTech tools in the market - the number of tools available has experienced a 5000% growth over the past decade, leading to decision fatigue (Cheifmartech).
While these shifts are moving the industry forward, they are also a double edged sword for marketers. On one hand the modernization of the marketing industry means there is more opportunity to reach an engaged audience, improve brand equity and loyalty. Yet the complexity involved offers up a new set of challenges and root causes that can put campaigns at risk of mediocrity and failure. More and more we are hearing from marketers about their struggle to deliver brand defining work, innovation or relevance with their campaigns. In a recent study we saw a clear trend pointing to ‘integration’ as a root cause of these difficulties
Read more about the key industry pitfalls, and our approach to overcoming them in our industry report. Download the full report here
