Is A Lack Of Marketing Alignment Hurting Your Business?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

4/26/10, MediaPost

I think it’s safe to say that most people who purchase and recommend products, services and brand experiences like yours are fairly capable when it comes to using computers, Web applications and mobile phones. Wouldn’t you agree? Yet many marketers are way behind the times when it comes to integrating email with other complementary messaging channels.

Earlier this month, more than 400 marketers responded to a webinar poll, with close to 49% of them noting that they still mainly use email by itself, or without integrating social and mobile messaging. When it came to obstacles, nearly 27% noted that they had insufficient staff, while 12% stated that a lack of collaboration in the marketing organization prevented email, social and mobile channels and messages from being integrated. Finally, almost 27% said that they were not clear on the business case for integrating email with social and mobile.

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