One of the biggest challenges facing CMOs in 2023 and beyond is the issue of siloed marketing infrastructure. Siloed marketing infrastructure refers to a lack of integration and collaboration between different marketing teams and departments, which can hinder the effectiveness of marketing efforts. In this blog, we will discuss why siloed marketing infrastructure is the biggest barrier for CMOs in 2023 and how to overcome this major challenge.
Breaking down siloed marketing: Understanding the reasons behind a fragmented marketing infrastructure
One of the reasons for siloed infrastructure in the advertising industry is the increasing number of adtech platforms. With the rapid growth of technology, new platforms are constantly emerging, each with their own unique capabilities and data sets. This can lead to a fragmented landscape where different teams within an organization are using different platforms, resulting in siloed data and a lack of cohesion. A unified platform gives a single source of truth for advertising data, making it easier to measure performance and optimize campaigns.
Another one of the major reasons for siloed infrastructure in the advertising industry is the lack of cohesion between different customer touchpoints. With the number of touchpoints available for marketing, it can be difficult for organizations to gain a holistic view of their customer’s behavior across all channels. This leads to silos between different interactions, such as email, social media, search, SMS, whatsapp, web, app, and programmatic channels, where data is collected and analyzed separately, resulting in a lack of understanding of the customer’s overall journey.
One of the main reasons for siloed marketing infrastructure is the lack of compatibility between different marketing and advertising platforms. This is often caused by the fact that different platforms have their own unique data structures and APIs, making it difficult to seamlessly share data and insights across teams. This can lead to an inefficient use of resources, both in terms of time and money. Teams may spend excessive amounts of time and money trying to integrate and maintain different platforms, rather than focusing on creating and optimizing campaigns.
Investing in a unified advertising and marketing platform to overcome silos
Unified advertising and marketing platforms have many benefits. One key benefit is that they can provide a holistic view of the customer, allowing CMOs to gain a deeper understanding of their target audience. This can help companies make more informed decisions about their marketing and advertising strategies, so that they can deliver more personalized campaigns for every customer based on their interests and behaviours across advertising and marketing channels thus leading to more effective and targeted marketing campaigns. Additionally, with a unified platform, CMOs can see how their campaigns are performing across multiple channels, providing them with a better understanding of where to allocate resources for maximum ROI.
Another benefit of using a unified advertising and marketing platform is that it can break down silos between different teams and departments, fostering collaboration and integration within the marketing organization. This can lead to a more efficient use of resources and a more cohesive marketing strategy.
A unified marketing and advertising platform helps to bring all of a company’s customer data together in one place, making it easier to analyze and understand how customers are interacting with the company across multiple channels. This can help companies make more informed decisions about their marketing and advertising strategies, so that they can deliver more targeted and personalized campaigns for every customer based on their interests and behaviours across advertising and marketing channels & thus overcoming the siloed marketing infrastructure.
Unleash the power of seamless marketing: All-in-one platform for C-suite executives
Rebid’s All-in-One platform is designed to combat siloed marketing and provide a single view of the most important metrics across all search, social and programmatic channels. CXO view, a dashboard designed for the C-suite, gives top management a bird’s eye view of the most important metrics to make data-driven decisions and achieve greater ROI for their campaigns.
Thats not all! ReBid connects all of your marketing touchpoints with customers across channels such as SMS, web, app, WhatsApp, email, providing a 360-degree view of your customers to make even more informed decisions. ReBid also creates segments of audiences in real-time based on their interactions across advertising and marketing channels to help deliver personalized campaigns. ReBid makes life easier of marketing teams through its unique on-demand data integration feature harmonizes data from multiple sources such as websites, apps, and data lakes/warehouses across the digital landscape.