When it comes to dictating a digital communications strategy less than a quarter (23%) of staff say that it’s a role that should be led by the marketing department – as opposed to 88% of marketers who think they should play the leading role.
The conclusion comes from the results of What Works Where in B2B Digital Marketing – an annual survey from digital agency Omobono in its 2015 survey.
The survey showed a disparity between the marketing department and other departments within business and yet it is the marketing department that most realises the benefits of an integrated digital strategy according to the research It found that 94% of marketers said that it was important and 56% said it was crucial.
The study also showed that when an integrated approach was taken confidences in the effectiveness of communications more than tripled – from 11% to 35% – whilst confidence in reported return on investment also boomed to 52%.
However the ability to actually measure ROI effectively is disputed. Although more marketers (71%) measure ROI than any other department the research found that less than a quarter (23%) were actually confident in the ROI figure calculated whilst only 13% of marketers actually believed that their communications were very effective.
Francesca Brosan, chairman of Omobono, said: “Digital has transformed the face of marketing, making communications a part of every department’s remit today. However, savvy strategic marketers are leveraging their knowledge of how the media landscape is rapidly evolving and using it to align their organisations behind a single-minded, cohesive digital push.
“While marketers clearly have the skills to master the emerging media, this research shows that they need to realise that internal communications are as important as external and they must put more effort into communicating their learnings and expertise with their colleagues. This will not only improve collaboration and results but it will – crucially – improve the perception of marketers beyond the marketing department too,” she said.
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