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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Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.
The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.
In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.
Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...
Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.
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So who then is correct? The Research or The skilled Digital people.
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.
