While digital marketing may be improving engagement between companies and customers, the relationships between different marketing factions—advertising, data analytics, media buying and public relations—still need work. Marketers talks a good game, peppered with buzzwords like convergence, integration and collaboration, yet organizational silos persist within most companies; conflicting agendas between groups often come before company goals; and many practitioners still see marketing as a zero-sum game. Take, for example, the recent error by The Council of Public Relations Firms, who invited advertising executive Edward Boches, to speak at an upcoming forum, only to rescind the invitation once they realized he was in advertising, not PR.

via Blurred Lines: How Digital Marketing Has Created the Ultimate Mashup.

Thanks to Jennifer Polk and Gartner