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The following is the Narrowing the communication and marketing gap From Cision Report recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
Cision has released a new report, “bridging the communication and marketing gap.”. About 85% of brand leaders say their paid media is at least important to them. Although one third of the respondents believed that paid media provided the greatest return on investment (ROI) compared with their own media and free media. At the same time, the majority of respondents (45%) also believed that paid media needed the most resources.
When considering the return on investment of media channels, 36% of respondents said they got the biggest return on investment from channels such as brand websites, e-mail and social media.
Align marketing with communication
The coordination of marketing and sales has received a lot of attention, but what is the relationship between marketing and communication? Respondents said that the performance of media output was not bad. About 90% of respondents said that their marketing and communication departments in their enterprises are consistent in obtaining media output.
Of course, marketing and communication also face challenges. For example, consistency is affected by functional Islands (49%).
What helps drive consistency?
In order to promote the coordination between marketing and communication, respondents are implementing various processes internally. More than 77% of the respondents said they were carrying out cross functional team meetings; 63% of the respondents were carrying out comprehensive campaigns. As different goals are one of the biggest challenges in the coordination process, about 57% of the respondents are implementing shared goals / indicators to promote the coordination of marketing and communication.
Technology has also played a role. 70% of brand leaders surveyed are using marketing analysis, performance and attribution to further promote cohesion. Others are using social media marketing and monitoring (63%) or content marketing (50%); others are choosing mobile and Web Analytics (46%).
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