Social Media Content Marketing

Segmenting your digital marketing department into buckets? Careful... As reliance upon digital marketing continues to grow, some corporate budgets have completely displaced (rather than supplemented) traditional marketing. The new normal sees companies with separate departments for email, SEO, PPC, display, social media, content creation, branding, and so on. However left unattended, this can create a marketing army of islands. The classic "left hand not knowing what the right is doing" - just with many more hands. I'm not against the trend of marketing function specialization, in fact the larger the organization, the more sense it makes in my eyes. The danger for companies is the often complete lack of communication - or better - coordination of efforts of these departments. And that seems exactly what's happening. So many companies I meet with have hyper-segmented to the point that campaigns across channels look like they've been designed by differen