In the past, marketing meant taking out print ads in the local newspapers, running billboard and commercial spots, and embarking on well-intentioned email and mailing campaigns. But the one-way street of physical marketing has now given way to a new reality, with the customers holding the reins like never before, connected and empowered by technology and able to buy, review, and provide social feedback no matter where they are in the world. And making matters even more complicated, marketing now needs to take into account predictive analytics as well. Digital disruption is affecting everything, bringing digital and social media marketing further into the fold and blurring the lines and relationships between CMOs and CIOs everywhere.
THE DEEPENING BOND BETWEEN CMO AND CIO
In an article with CIO.com at the end of last year, Kathleen Schaub, Vice President of IDC’s CMO Advisory Service, made the claim that “no CMO today can be a good marketer unless they become a good technologist.” Her predictions are based on IDC’s CMO report, which found, among other things, that by 2020, 50% of companies will be using cognitive computing to automate marketing, while 33% of CMOs will begin to outsource digital marketing via Marketing as a Service (MaaS)…
Digital Disruption Demands Marketing And It Departments Come Together
