Third of campaigns not designed for multi-platforms, says Hotwire

Marketers are not designing campaigns for multi-channel delivery and are tentative when it comes to experimenting with new platforms, says a survey of 300 senior professionals by Hotwire.

Third of campaigns not designed for multi-platforms, says Hotwire

The survey revealed that once marketers have experienced success with a particular platform and have the numbers to show it is successful, they continue using this channel. Nearly half (41 per cent) expressed concerns over using "new platforms".

Budgeting strategies also make interesting reading, with online advertising featuring in 52 per cent of marketing budgets and social media making up just 27 per cent of spend.

An overwhelming 80 per cent of respondent also said that SEO spend was not factored into budgets: a big miss, said Hotwire, considering that one in six people use Google worldwide.

Alex MacLaverty, group MD of Europe at Hotwire, said marketers have to embrace campaigns across channels as audiences no longer get all their information from one place.

She said: "We, as marketers, need to be far smarter about identifying the right channels for each campaign and break down the self-imposed silos of the past 20 years."

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