There is no doubt about it, marketing is changing. Over the last couple of years the ‘digital’ part of Digital Marketing is becoming ever more silent, to the extent that soon we won’t need to differentiate the two – digital marketing will just be known as ‘marketing’ – that’s how ingrained online has become to the marketing sphere.
As marketing is changing so too are marketing teams. The crossover and blend between disciplines is spreading as the need for greater collaboration between teams becomes more of an imperative. This change is being driven by our customers. Customers expect our marketing to be seamless and no matter which channel they interact with us as brands – the message and experience should be effortlessly consistent.
That consistency across search, social, email, mobile, banner advertising, TV and offline advertising is not easy to achieve – particularly when teams work in silos to deliver their part of the marketing strategy – but it is what the customer expects and it is how brands are having to evolve in order to meet the needs of the savvy consumer.
The penalty for not having a consistent cross-channel approach where teams collaborate and talk to each other can be very costly. A recent example of this is with NatWest and their latest NatYes mortgages campaign. (more…)