Integrating media seems too complicated, internal marketing teams are not set up to support multiple channels, and data is not centralized. These are some of the perceived challenges to an
integrated digital marketing strategy, according to marketers that participated in a recent survey. About 24% do not have an attribution strategy in place, nor do they measure how one online media
influences another, according to an IgnitionOne study.
The ability to accurately measure the impact of marketing activity and how one channel affects another continues to become more difficult during the past year, but brands have not come any closer to perfecting the process. In fact, 49% still have separate channel owners, although the latest Search Engine Marketing Professionals Organization (SEMPO) study suggests that more brands have combined duties for SEM with social campaigns.
While many marketing teams share goals, 24% say their companies are not set up to support an integrated digital marketing strategy, according to IgnitionOne's study, "The 2013 Integrated Marketing Survey."
A majority of those surveyed are looking to increase their digital advertising budgets within the next 12 months, and 22% want to increase their company's budget by 20% or more. The biggest growth areas are mobile display and mobile search, followed by social ads.
Some 46% of marketers plan to increase budget allocation between 11% and 20% to digital advertising in the next 12 months, and 36% predict their organization will increase investment in mobile search in the next 12 months. More than 70% of marketers plan to invest in mobile advertising in the next 12 months.
Findings from the survey also explore integrated digital marketing strategies that aim to answer how much progress has been made toward fully integrating digital marketing. It also analyzes the challenges holding back marketing organizations, how marketers leverage cross-channel attribution, where they plan to invest budgets, and how marketing and IT teams are working together.
Despite its widely recognized inefficiencies, the last-click attribution remains popular. Some 58% still use the last-click model, 18% of organizations use a sophisticated cross-channel attribution model, and 24% don't track how one form of paid media affects another. About 38% say the technology to build an integrated digital marketing strategy is too complicated, and 96% are working closer with IT to achieve marketing goals.
Marketers have begun to understand the importance of cross-channel attribution, but there is still work to do. The biggest issue, says IgnitionOne, is the lack of urgency. We are there.