Silos do serve a function. In an organization, they create fully dedicated teams working on a particular client or function. Silos can create efficiencies, focus and new skills. However, silos do not work in your digital environment. You need to borrow an idea from nature and employ a digital ecosystem.
For years, the website has been the purview of the IT department, but the new-age website, driven mostly by Google and social media, now require a wide array of communication skills and expertise not usually found in technical departments.
The ecosystem approach recognizes how content, search engine optimization, digital media, user experience and content creation all coexist to reach your goals. These areas are interconnected and enhance the entire website, from function to user experience. This allows for better storytelling, cross promotion, conversions and linking.
This modern approach, when fully engaged, brings a holistic representation of your brand. It optimizes your entire digital effort, and it brings balance to your marketing.