Digital Marketers Need More Centralized IT

By Dennis McCafferty  |  Posted 04-15-2014 Email

Digital marketers are determined to expand their cross-channel campaigns in order to reach customers wherever they are, whether on the Web, social media, mobile devices and so on. However, marketer are struggling to make it happen due to tech-based barriers, according to a recent survey from Experian Marketing Services. CIOs must work closely with these professionals to incorporate the following three best practices: Consolidate data sources so marketers can easily access them in real-time. Create a centralized process for data management to ensure there is a unified, strategic approach enterprise-wide. And deploy better automation and search technologies to increase functionality and data standardization while also reducing human error. "This is the year in which marketers move beyond being creative brand managers and invest in the technologies, the tools and the people necessary to make real, cross-channel interactions happen," says Ashley Johnston, senior vice president of global marketing for Experian Marketing Services. "In today's world, consumers are seamlessly transitioning [among] various devices and channels. Marketers need to understand how best to communicate with their customers through these channels to provide a relevant and personal experience for those customers." More than 500 global marketers running digital campaigns participated in the research. For more about the survey (subscription required), click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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