This morning, we officially released the results of the TWTRCON NY Research Project - a collaboration between Lyris and the organizers of TWTRCON NY - the only conference dedicated to the use of Twitter for business. For the project, we surveyed 160 small, medium and large marketing organizations, asking them about their success (or perceived success - more on that in a minute) managing online marketing strategies across multiple channels.

The results were surprising. We know that internal silos are one of the biggest barriers to integrated marketing. Yet according to the study, 77 percent of marketers say they have had some success at managing an online marketing strategy across departments, including SEO, e-mail, social, mobile and analytics.

Is it possible that perception is not reality in this case? Or do the marketers we surveyed have a different definition of success than others we’re hearing from in the marketing community?

We also asked what keeps marketers from being even more successful. 63 percent said that limited budget keeps them from being more successful in integrating their programs across online marketing channels. Lack of skill or technology on different channels and internal politics were also top issues preventing successful integration.

When asked about the one organizational change that marketers would make if they could, the majority said integration. It is clear that in today’s real-time Web environment, success might be defined differently than it has been in the past and collaboration and integration are imperative.

We encourage you to download the complete results of the survey. We’d like to hear your thoughts about the results and hope you’ll share your own integrated marketing experiences with us.

Let’s keep the discussion going here on the blog, or follow @Lyris on Twitter. You can search the #TWTRCON hashtag for conversations specific to the conference.

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About the Author

Blaine Mathieu is chief marketing officer for Lyris. Blaine is responsible for Lyris' brand and product strategy, including driving marketing initiatives for the company's Lyris HQ™ integrated-marketing suite and its Lyris ListManager™ email-marketing software.

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