News/
Keynote
Are you suffering from fragmentation?
At an overbooked event arranged by the Swedish Federation of Advertisers (Sveriges Annonsörer) in Gothenburg, Kapero's Robert Ryberg talked about how marketing departments can increase their effectiveness and efficiency dramatically by reducing fragmentation. As a bi-product, the staff will be happier.
He shared real-life examples of companies that have been able to almost double their exposure with the same budget. But the total potential is often much greater than that.
He also talked about how to get to a more defragmented state. There will be resistance, but it is worth it. With solid analysis, a clear vision and good change management, it can be done.
A survey of the participants showed that almost all of them were probably suffering from fragmentation. This indicates the potential that should be explored.
Would you like to do the survey too?
Think back 5-10 years. What did your marketing department look like then? Compare this with how the situation looks now.
✅ We communicate in more channels
✅ We do more activities/publish more content
✅ We produce more units (images, texts, videos, ads, etc.)
✅ We have more KPIs, metrics, or numbers
✅ We have more people in the marketing department
✅ We have more specialist roles
✅ We have more agencies/suppliers
✅ We have more guidelines and strategies (e.g. Media-, SoMe-, SEM-, Content-etc.)
✅ We have more tools for creating, publishing, monitoring and analysing
✅ We plan more short-term
❓Now – how many boxes did you tick?