IBM’s “State of Marketing 2012” surveyed more than 350 marketing professionals across a wide range of industries and geographies. With regard to the IT and Marketing challenge, most important findings are:
Marketing and IT Lack Integration:
Marketing and IT Lack Unified Vision:
Marketers Ignore Social Media Insights:
Marketers Fail to Turn Data into Action
Yuchun Lee, Vice President, IBM Enterprise Marketing Management Group said:
“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. 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.”
The results in the survey as shown on Slideshare reveal additional interesting results. For instance the Agenda is to expand Marketing’s role to lead their organization’s customer experience by leveraging technology seamlessly to differentiate and optimize their company’s purchasing cycle.
This goal fits ‘marketing orientation’, which occurs when everyone in the organization is constantly aware of its customers, what they want or need, how they can be competitive in relation to its customers and own (financial) goals.
Everything is marketing and marketing is everything, the result that IT and Marketing need to collaborate better seems to have a overarching challenge, which also points out to the second point in the agenda, namely “Remove silos and integrate”. Not only on an operational level but also on a common business goal, where the customer is primairy focus. Integration is more important than ever and IT’s alignment is key to marketing’s expanded ‘role’.
Based on the aforementioned findings, the additional findings from the survey, the overarching challenge and goal is the search for executionable customer-centricity, where the whole organization can act on its mission and perhaps even its ‘strategic principle’ (a memorable and actionable phrase that distills the company’s corporate strategy into its unique essence and communicates it throughout the organization).
Some of the results accord on a previous done research together with Forbes called “Bringing 20/20 Foresight to Marketing”.
Key findings on mobile marketing:
Key findings on social media:
How do you experience the Marketing and IT dilemma?
By Gianluigi Cuccureddu
Gianluigi Cuccureddu, contributing editor, is an experienced writer specializing in innovation, open business, new media and marketing. He is Managing Partner of the 90:10 Group, a global Open Business consultancy. They help clients leverage social media as business accelerators to generate faster, better and cheaper business output. Social media integration is the new secret ingredient to achieve sustainable competitive advantage in delighting the clients’ customers while continuously driving their cost down.