According to the IBM new survey of the marketing industry, chief marketing officers and chief information officers must join forces in order to connect with today’s consumer across mobile devices and social networks. 60% of marketers point to their lack of alignment with the company's IT department as the biggest obstacle to reaching today's consumers.
According to the study, 34% of respondents stated that in less than 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% of respondents are currently using mobile web sites followed by 45% mobile applications, up from 40% and 44% 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. When looking toward the remainder of the year:
51% of respondents, who identified their companies as high performing, indicated they have good relationships between marketing and IT, 10% higher than other companies. The marketing and IT alliance gives top performers greater responsibilities for the products, price, place, and promotion. 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, says the report.
Yuchun Lee, Vice President, IBM Enterprise Marketing Management Group,concludes 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... “
Additional results from the survey include:
To view the complete survey results with complete charts, graphs and slide show, please click here.