Skip to content

Survey: CMO, CIO Alignment in Demand

July 13, 2012

A recent survey by IBM says that chief marketing officers (CMO) and CIOs must join forces in order to better connect with today’s consumer across new channels including mobile devices and social networks.

Sixty percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.

A key finding of the survey shows that with mobile marketing working well, marketers are now preparing to go beyond coupons and deliver mobile advertising that reaches customers on their smart phone and tablets.

According to the study, 34 percent of respondents stated that in under 12 months, they intend to deliver mobile ads, the highest rate of new marketing tactic adoption in the five-year history of the study. Overall, 46 percent of respondents are currently using mobile web sites followed by 45 percent mobile applications, up from 40 percent and 44 percent respectively since last year.

While the mobile channel is thriving, marketers lack this same clear consensus on how to best utilize social media which will result in ongoing experimentation with these channels. For example, when looking toward the remainder of the year, 26 percent intend to launch applications on 3rd party social network sites, 24 percent plan to incorporate user-generated content into their social media efforts and 23 percent are looking to launch social media ads or share links in email and web offers.

IBM’s “State of Marketing 2012” surveyed more than 350 marketing professionals across industries. In the study, 51 percent of respondents who identified their companies as high-performing indicated they have good relationships between marketing and IT, 10 percent higher than other companies. This figure validates the importance of the marketing and IT alliance which gives top performers greater responsibilities for the products and services, price, place and promotion (the 4Ps), and communication across the purchasing cycle. As a result, marketers from these higher performing companies are nearly three times more likely to be pro-active leaders in driving their organization’s customer experience across all channels.

“This research indicates that as new channels continue to mature and consumer habits evolve, marketing and IT have no alternative but to emerge from their traditional silos and form a strong partnership that puts the business in a position to succeed,” said Yuchun Lee, vice president in IBM’s Enterprise Marketing Management Group. “CMOs and CIOs, an ‘odd couple’ in some respects, will be the catalysts in forging this union and enabling the types of personalized multichannel brand relationships that today’s customers demand.”

Additional results from the survey include:

Marketing and IT Lack Integration:

· While 48 percent of respondents believe that improved technology infrastructure or software will enable them to do more, nearly 60 percent indicated that lack of IT alignment and integration are significant barriers to the adoption of technology. This void further reinforces the notion that CMOs and CIOs must forge stronger, more aligned relationships that put the business in a position to succeed.

Marketing and IT Lack Unified Vision:

· While 71 percent believe integration across owned, earned and paid channels is important, only 29 percent are effectively integrating these different channels. When asked why, 59 percent said that existing systems are too disparate to integrate these channels. This is most evident in areas such as mobile and social where only 21 percent and 22 percent of respondents run these tactics as part of integrated campaigns with the remainder conducting them in silos, discretely and on an ad hoc basis, a practice which inhibits their ability to deliver effective cross-channel campaigns.

So, what do you think. Is this a good alignment? For those CIOs out there, would you be willing to work closely with chief marketing officers? What are the pros? The cons? Post your feedeback directly below in the comments section.

Advertisements

From → Uncategorized

Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: