Lenovo ThinkFWD

Explore ThinkFWD to discover expert tips and advice for IT and business professionals on the latest tech trends, from mobility to performance and productivity, data centre and high-performance computing.

The merging of marketing and IT

As technology becomes an integral part of enterprise infrastructure, how will this impact the marketing department in 2016?

The rise of the chief digital officer

In today's vast digital landscape, there's no question that keeping up with changing technologies and consumer behaviour is a daunting task for any marketer. As tech-savvy consumers drive the demand for more personalised and on-the-spot services, marketers must learn the art of engaging customers and delivering superior experiences across a plethora of channels, platforms and devices.

To cope with the shifting demand, companies are being forced to digitise every aspect of their business operations, with more resources being funnelled into technology at every level of the enterprise. Not surprisingly, more companies are housing their own CDO to bring together and oversee the full scope of their digital activities. As the one who can create a holistic vision for the company's digital policies, the CDO is a much-needed bridge between marketing, IT and the rest of the organisation.

Indeed, Gartner predicts that 25 per cent of organisations will have a CDO by 2015. According to David Willis, vice president and analyst at Gartner, “The chief digital officer will prove to be the most exciting strategic role in the decade ahead… The chief digital officer plays in the place where the enterprise meets the customer, where the revenue is generated and the mission accomplished. They’re in charge of the digital business strategy. That’s a long way from running back-office IT, and it’s full of opportunity.”

The importance of real-time marketing

Thanks to rapid advances in social, mobile and cloud technologies, today's consumers have more information and choices available to them than ever before. From mobile apps to the Internet of Things (IoT) and wearable technology, on-demand consumption trends are putting the pressure on marketers to deliver relevant, real-time solutions to their customers. To keep pace, today's enterprise must become increasingly flexible and creative in their approach to marketing and engagement.

While businesses must develop clear-cut digital strategies to stay competitive, they can no longer depend on planned marketing campaigns to achieve their objectives. Rather, the challenge now is to be able to deliver flexible, adaptive and real-time interactions with customers on the spot. That's where real-time marketing enters the picture.

While marketers differ on the exact definition of real-time marketing, most agree it involves “a mix of digital marketing and social media content development in response to audience behaviours as quickly as possible." In other words, it's the art of delivering the right content to the right customers at the right place and right time.

Some examples include:

  • Responding to customer complaints in real time over social media before things spin out of control.
  • Acting quickly and capitalising on unplanned events, such as a power outage during a live televised event.
  • Responding to breaking news over social media channels and inviting a two-way dialogue.

To deliver these types of highly responsive experiences, marketers are increasingly turning to cloud-based, real-time marketing solutions to provide more relevant and personalised customer interactions across channels. According to the 2015 Wayin Real-Time Marketing Report, the most popular marketing tactics and tools used by companies to engage in real-time interactions with customers include:

  • Social media monitoring tools (52 per cent).
  • Social media analytics tool (50 per cent).
  • A skilled manager or team (42 per cent).
  • A social media search tool (39 per cent).
  • An agile marketing plan (39 per cent).

In spite of the learning curve that many companies are facing, it appears that their real-time marketing efforts are paying off. According to the report, 98 per cent of companies report a positive impact on revenue from real-time marketing with more than one-third reporting a revenue return of more than 50 per cent. Furthermore, 56 per cent of marketers say they think real-time efforts help build customer relationships, and 59 per cent of businesses plan to increase their real-time marketing budgets in the year ahead.

As advances in technology inevitably shape how marketers communicate and interact with their target audiences, one thing is certain – the need to integrate digital marketing technology at every level is changing today's organisation from top to bottom.

For more information on the merging of marketing and IT visit Lenovo’s ThinkFWD Think Space.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

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.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​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.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

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...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in