A recent survey from the CMO Council shows that although digital marketing has become a big draw for marketers, executives and business leaders, there’s a disconnection between the desire for digital marketing strategies and its deployment. Finding and implementing a successful digital marketing strategy is something that many companies strive for but very few have succeeded at so far.

The CMO Council’s survey entitled “Integrate to Accelerate Digital Marketing Effectiveness” included more than 200 marketers across the United States. Just nine percent of the respondents noted that their digital marketing model was organized and included a plan for growth. Thirty-six percent of marketers surveyed stated that there has been a random embrace of digital marketing solutions that are not planned or unified. Forty-two percent of respondents said that there is a strong interest and active support from managers and C-level executives in their organizations.

Although integrated and well-planned digital marketing strategies have multiple benefits, marketers are having trouble bridging the gap between company demand and actual implementation – which may be due to lack of technology, internal architecture and strategy.

According to Donovan Neale-May, the executive director of the CMO council, there may be a big difference between digital marketing expectations and the actual technology and internal architecture needed to make it happen.

“[There’s a] promise of greater productivity, visibility and accountability in marketing, which 49 percent of marketers noted was a key driver of management interest,” Neale-May stated in an official announcement about the survey results. However, there are still many details that need to be integrated on an internal level in order to make implementing overarching digital marketing strategies a reality.

According to the survey, 20 percent of marketers have the mandate and budget to execute integrated digital marketing strategies, while 18 percent noted that it’s an agenda item that they need to bring up with management.