The Digital Divide

Creating campaigns in silos shouldn’t be an issue any longer but it is. With so much technology and tracking ability, one would assume that digital, being the strongest and most easily tracked marketing tactic out there, would prevent this from continuing…but it hasn’t. More marketers are being faced with organizations that still don’t understand how and through what means online marketing campaigns and tactics can be tracked. It’s a good thing the measurement marketing heroes are there to save the day!

A recent report put out by ClickZ suggests marketers encounter frustration when carrying out campaigns, particularly digital. Limitations to cross-channel include:

- 44 percent of marketers who blame a lack of suitable metrics to measure impact.
- 37 percent of marketers who say there’s lack of case studies showing cross channel effectiveness.
- 34 percent of marketers say they lack of technology.

“It seems like it’s an early market, but people understand the benefits,” said Don Ryan, VP of technology and media at TNS. “The industry has done a relatively good job educating people learning what the benefits are, people want to take this to the next level, but it’s not quite there yet.”

While nearly seven in 10 marketers marketers are running cross-channel campaigns, Eyeblaster’s digital experience strategist Dean Donaldson points out silos continue to be a problem. “We’re not making it easier, we’re making it more complicated. There’s a whole percentage of people that say this can change, within those people who are doing it, there’s a whole nervousness there in the industry to get those campaigns out the door.”

So, we’re faced with educating marketers on how to measure their great ideas and impressive campaign messages through more than one medium but across more than one channel. How does an impression from one tactic create an influence to look from another? It’s a strategy and a very well thought out measurement plan. And we, as are many agencies, here to help make that happen.

Remember, Jennifer Barbee, Inc., offers one professional courtesy hour for anyone who has any questions or just needs to talk through ideas, challenges, etc. Give Us a Call. 512.464.1102. We’re here to help!

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