No More Marketing Silos

In business, The Silo Effect refers to the lack of communication and cross-departmental support often found in large companies. Departments work only on their own goals, to the detriment of big-picture goals and activities, not to mention the customer.

In marketing, the silo effect also refers to the proliferation of so-called “stand-alone” marketing programs, firms and specialists (e.g. “I’m a Twitter specialist”) resulting in a lack of coordination and integration of marketing techniques.

In a world that is becoming more and more wired, networked and interconnected, it’s hard to understand why some of us fail to see the necessity of connecting our marketing efforts. Brands remain concerned with engaging consumers in personal and meaningful ways while our marketing initiatives, on the other hand, often seem to be disconnected, impersonal and even arbitrary. In other words, your right hand doesn’t know what its Twitter is doing.

The world of brands, marketing and media is becoming one vast ocean, not a series of loosely connected rivers and streams. Each marketing initiative needs to support and reinforce the others, while upholding brand objectives and advancing your company strategically. Don’t let your marketing efforts stand all alone like silos in a field while your customers head for greener pastures.