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Silos: The Biggest Barrier To True Brand & Consumer Engagement?

Posted by Steve Olenski on Social Media Today

Call it multi-channel marketing. Call it an integrated marketing strategy. Whatever name you apply to it, brands and companies are still struggling to give consumers what they want… a consistent and seamless message across all marketing channels.

A study conducted by Gartner, a leading information technology research and advisory company, revealed that companies, at least in the US, need to step up their game when it comes to multi-channel marketing.

Mim Burt, research director at Gartner…

“Executing on cross-channel consistency will prove challenging, as retailers continue to grapple with siloed business process and a plethora of disparate applications. Most challenging are the product-centric organizational structures that are no longer suitable for today’s customer-centric approach, which should take full account of customers shopping across current and emerging touchpoints.”

Before I get to more from the study, I want you to pay close to attention to one word that Ms. Burt used and see if you can spot that same word in the comments form Mark Fodor, the CEO of multi-channel commerce solution provider CrossView who’s own study revealed similar results:

“The opportunity for merchants to become more cross-channel is there, but they need to learn how to communicate with their customers across channels and not fall into silos.”

While not used in the same tense, the word is “silo.” Both Ms. Burt and Mr. Fodor make reference to the fact that silos are a very dangerous thing for businesses. For it is these same silos that prevent departments within a given organization from engaging with one another. Think about it, how many B2B or B2C folks or brand managers or product managers and on down the line are hamstrung by “silo-ed” departments, with one department not knowing what the other is doing yet each trying to increase sales and engage with the same customer?

I shared Mr. Fodor’s comments and findings from an aptly titled post Marketers Still Not Integrating Their Marketing Strategy. That was one post of many I’ve written on creating an integrated marketing strategy and the need to do so, especially when you consider it is precisely what consumers want.

Read more.

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