{"id":3974,"date":"2019-11-13T10:11:06","date_gmt":"2019-11-13T08:11:06","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=3974"},"modified":"2020-04-23T11:46:50","modified_gmt":"2020-04-23T09:46:50","slug":"new-marketing-structures-yet-to-deliver-on-integration","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/","title":{"rendered":"New marketing structures yet to deliver on integration"},"content":{"rendered":"<div style=\"text-align:center\"><img decoding=\"async\" src=\";https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/DC-2018-update-for-paid-media-Diagram.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"New marketing structures yet to deliver on integration\" title=\"New marketing structures yet to deliver on integration\" \/><\/div>\n<p>New marketing structures yet to deliver on integration. The top goal for multinational advertisers is to be able to deliver campaigns seamlessly across all channels, but new research from the WFA shows that fully integrated communication remains some way off.<\/p>\n\n\n\n<p>A report from the WFA and consultants OxfordSM \u2013&nbsp;<em><a href=\"https:\/\/www.wfanet.org\/tools\/global-knowledge-base\/#!\/item\/727\">Designing for Integration: Global Marketing Communications Organisation Research<\/a><\/em>&nbsp;\u2013 was based on responses from more than 20 multinational companies with a total global ad spend of $32 billion.<\/p>\n\n\n\n<p>This found that many are turning to new marketing structures, moving away from traditional functional and hierarchical approaches in favour of organising around the customer experience and the customer journey.<\/p>\n\n\n\n<p>More than one-in-four (42%) now regularly work in cross-function teams and 30% said they regularly work in self-organising agile teams \u2013 often using stages and sprints to speed up delivery of projects. Fifty percent said they sometimes had agency staff embedded in their teams.<\/p>\n\n\n\n<p>Despite these changes, however, few have significantly progressed their digital transformation journeys: 19% said the process was highly advanced and 9.5% claimed the process was completed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.thebalancesmb.com\/thmb\/i4m9-eAPgVosm_szgLUL-UUV_3g=\/1885x1414\/smart\/filters:no_upscale()\/marketing-858223532-5c37792f46e0fb0001ae1e42.jpg\" alt=\"New marketing structures yet to deliver on integration\" \/><figcaption>New marketing structures yet to deliver on integration<\/figcaption><\/figure>\n\n\n\n<p>Most of the rest (43%) are still at the initial stages of deploying their strategy, while 10% have developed a strategy but have yet to start putting it into action and 5% remain in the planning stage. There remain 14% for whom this is still \u2018on the agenda\u2019.<\/p>\n\n\n\n<p>The research found that where digital often exists as a standalone function, delivering integrated campaigns is much harder. A key goal for transformation, then, should be to move to a fully integrated structure as early as possible.<\/p>\n\n\n\n<p>Ten of the companies said they relied on a separate team for digital marcoms with just seven reporting that digital expertise was already woven into all teams. Ten respondents said they were working to have the latter in place.<\/p>\n\n\n\n<p>For more E-Marketing articles: <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/e-marketing\/\">https:\/\/www.dazzlepop.net\/site\/category\/e-marketing\/<\/a><\/p>\n\n\n\n<p>Source:  <a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/new_marketing_structures_yet_to_deliver_on_integration\/42896\">https:\/\/www.warc.com\/newsandopinion\/news\/new_marketing_structures_yet_to_deliver_on_integration\/42896<\/a>  &nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New marketing structures yet to deliver on integration. The top goal for multinational advertisers is to be able to deliver campaigns seamlessly across all channels, but new research from the WFA shows that fully integrated communication remains some way off. A report from the WFA and consultants OxfordSM \u2013&nbsp;Designing for Integration: Global Marketing Communications Organisation [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[2],"tags":[77,7],"class_list":["post-3974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-marketing","tag-digital-marketing","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | New marketing structures yet to deliver on integration<\/title>\n<meta name=\"description\" content=\"New marketing structures yet to deliver on integration New marketing structures yet to deliver on integration. The top goal for multinational advertisers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | New marketing structures yet to deliver on integration\" \/>\n<meta property=\"og:description\" content=\"New marketing structures yet to deliver on integration New marketing structures yet to deliver on integration. The top goal for multinational advertisers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\" \/>\n<meta property=\"og:site_name\" content=\"Dazzlepop\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/dp.Dazzlepop\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-13T08:11:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-23T09:46:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/DC-2018-update-for-paid-media-Diagram.jpg\" \/>\n<meta name=\"author\" content=\"Noura Ibrahim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/DC-2018-update-for-paid-media-Diagram.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@dazzle_pop\" \/>\n<meta name=\"twitter:site\" content=\"@dazzle_pop\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Noura Ibrahim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\"},\"author\":{\"name\":\"Noura Ibrahim\",\"@id\":\"https:\/\/www.dazzlepop.net\/site\/#\/schema\/person\/53e5e5cffa9109e865719dcfdc83b6b5\"},\"headline\":\"New marketing structures yet to deliver on integration\",\"datePublished\":\"2019-11-13T08:11:06+00:00\",\"dateModified\":\"2020-04-23T09:46:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\"},\"wordCount\":333,\"publisher\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/#primaryimage\"},\"thumbnailUrl\":\";https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/DC-2018-update-for-paid-media-Diagram.jpg\",\"keywords\":[\"Digital Marketing\",\"E-Marketing\"],\"articleSection\":[\"E-Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\",\"url\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/\",\"name\":\"Dazzlepop | New marketing structures yet to deliver on integration\",\"isPartOf\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.dazzlepop.net\/site\/new-marketing-structures-yet-to-deliver-on-integration\/#primaryimage\"},\"thumbnailUrl\":\";https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/DC-2018-update-for-paid-media-Diagram.jpg\",\"datePublished\":\"2019-11-13T08:11:06+00:00\",\"dateModified\":\"2020-04-23T09:46:50+00:00\",\"description\":\"New marketing structures yet to deliver on integration New marketing structures yet to deliver on integration. 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