The Truth About Silo and Integrated Marketing Strategies

Kristi Carter, ADOTAS:

Silo marketing refers to specific and separate marketing strategies that typically stand alone, just like the silo storage units hold bulk various types of grain that are never mixed together (in a rural farm).  To further explain, silo marketing is departmentalized marketing campaigns that encourage separation and lack of communication between various company departments. In essence, each department uses marketing strategies that don’t necessarily support the other departments but instead promote their own efforts.  Here’s an example – the public relations department of Company X sends out a press release that focuses only upon news within that division. In contrast, the production department holds a trade show and only focuses on their new product.  Neither department communicates with the other and there is no commonality of marketing strategies. In contrast, with an integrated marketing strategy, each department works for the benefit of the other… Read more


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