Today's connected customer is pushing marketing and technology teams together, but the CMO/CIO relationship remains a challenging one. Here we look at two companies making it work
Gartner research analyst, Laura McLellan, lobbed a grenade into the executive trenches when she claimed the average CMO will control more technology spend than the CIO by 2017.
That’s not an empty promise; at its core, marketing is about communicating. In today’s hyperconnected world, communicating is about technology. As commerce becomes e-commerce, customer interaction becomes digitised and direct communication becomes real-time engagement, marketing and IT are taking central roles. It makes sense for the leaders of the teams to buddy up.
Yet according to an Accenture survey of 252 CIOs and 405 CMOs globally last year, nine in 10 marketing and IT executives aren’t collaborating successfully. “They [CMOs] view the CIO organisation as an execution and delivery arm at a time when they should consider IT as a strategic partner and involve CIOs when planning new marketing investments,” the report authors state.
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If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
It's a pretty interesting article to read. I will learn more about this company later.
If you think it can benefit both consumer and seller then it would be great
It's a good idea. Customers really should control their data. Now I understand why it's important.
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
I tried www.analisa.io to see my Instagram Insight
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
