What Are Marketing Silos? (And Tips To Improve Them)

By Indeed Editorial Team

Published October 8, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing departments or agencies may implement a variety of strategies to effectively produce content for each of their channels. One of these strategies is known as marketing silos, which distribute the work into several specified teams. Learning about marketing silos may provide the framework you need to find success in the field. In this article, we define marketing silos, explain some common advantages and disadvantages and provide tips on them within your workplace.

Related: A Guide to Strategic Marketing Plans (With Tips)

What are marketing silos?

Marketing silos occur when a company delegates certain aspects of a marketing strategy to independent departments or teams. Each team then operates independently of the other teams to deliver marketing content for their particular channel. This commonly occurs when a company grows rapidly or exclusively hires experts to create content for a particular marketing channel. It's typical for marketing silos to operate based on different data sets and develop an individual message, vision or strategy for delivering promotional content.

Related: 12 Creative Marketing Strategies To Consider

Advantages of marketing silos

Marketing silos may be advantageous for certain companies. It's important to determine what organizational structure may work best for your company's particular needs. However, some many advantages of marketing silos include:

Expert perspectives

If your company manages a large number of marketing channels, hiring experts in each channel provides space for each facet of marketing to thrive. These experts can provide specialized advice and guidance on what strategies are most successful for a particular marketing platform. This may lead to successful promotions on each individual marketing channel and platform.

Related: How To Become a Subject Matter Expert in Your Field

Decentralized efforts

Implementing marketing silos is one way to decentralize marketing efforts. This equips employees to take on particular responsibilities that relate to one specific aspect of the marketing strategy. It allows companies to distribute the work simply. It may also create more room for employees to grow within their specific area. Rather than one team executing a unique strategy for different platforms, specialized teams work to maximize a company's presence on each platform.

Unique content

Giving each team the responsibility to develop their own specialized content for their particular platform may generate unique content. Since the teams have a variety of talent and perspectives, it's likely that the content they produce differs from other team's content. This may provide an opportunity to implement several content ideas and determine which strategies had the most success.

Disadvantages of marketing silos

Along with the advantages of marketing silos, there are a few distinct disadvantages that may impact a company. Consider these before determining if marketing silos are the best choice for your marketing department. Some disadvantages of marketing silos include:

Reduced communication

When the marketing department devolves into several independent teams, it's likely internal communication decreases. Limited communication between each team may lead to less efficient work practices or repetition in various marketing efforts. It's important to maintain a robust system of internal communication when operating with marketing silos. This ensures that each team knows the progress that other teams make, what their strategies are, the content of their messaging and the success of their past campaigns.

Saturated market

If a company implements marketing silos, it may inadvertently saturate the market with promotional content. For example, imagine there's one team for email marketing and another for social media marketing. The email team sends out a promotional email each day leading up to a sale. The social media team does a similar thing, with two or three posts per day. This amount of content may saturate the market and have a smaller impact on the viewers. Improved communication between these teams may help them better understand how to use promotional content collaboratively to maintain the viewers' interest.

Related: 6 Steps To Overcome a Saturated Market

Fewer resources

If the marketing department operates with marketing silos, they may have fewer resources. This can occur when each team performs a similar set of tasks or requires the same resources to complete their work. Rather than maximizing resources by communicating needs and coordinating marketing efforts, the department may have fewer spare resources. Consider creating a system to maximize resources by distributing them evenly or combining similar efforts.

Tips to improve marketing silos

While marketing silos may prove effective for certain businesses, it's possible that you can improve them to increase their operational effectiveness. Consider implementing these strategies to improve your company's marketing silos:

Centralize communication

Even if you have multiple teams operating within your marketing department, it's important to centralize communication. This helps each team understand the goals and plans of the others and creates a coordinated strategy. Additionally, it ensures that the content produced by each team aligns with a similar message and promotes the vision of the company.

Related: 7 Benefits of Centralized vs. Decentralized Structures

Simplify data

Another way you might improve marketing silos is by simplifying the data that your teams use. Consider making this data easily accessible by people from each team. Simplifying the access to market data may streamline the process of creating various marketing strategies. This may save valuable resources, like the budget, for more specialized needs.

Identify areas of improvement

It's important to consistently identify areas where your marketing silos may improve. This practice may keep employees accountable for their work and consistently provide opportunities for growth and development. Identifying areas where various teams can improve may lead to actionable solutions that eliminate various obstacles to success.

Establish a vision

You may consider establishing a cohesive vision for each marketing silo to work toward. Consider holding a meeting where members from each team work together to create a unified vision. This may guide teams to collaborate with one another to develop strategies for achieving that singular vision. Additionally, it aligns with the content produced by each team. This can benefit the viewers by ensuring that they receive similar marketing messages across a wide range of platforms.

Analyze each team

Another way to improve the marketing silos within your company is by conducting regular evaluations of your teams. Analyzing each team provides opportunities for growth and development. You may consider their success rates, various metrics that apply to their particular area of expertise or analyze how they collaborate with one another. By evaluating and analyzing individual teams, you may increase the success of the marketing department as a whole.

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