Digital Marketing Needs More CIO Attention

By Michael Vizard  |  Posted 03-21-2013
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Digital Marketing Needs More CIO Attention

Top Three Keys to Marketing Success
• Digital advertising, • Social marketing, • Corporate website

A new Digital Marketing Spending report from Gartner, which is based on a survey of more than 250 marketers from U.S. companies with more than $500 million in annual revenue, finds that spending on digital marketing currently averages 2.5 percent of company revenue, but those marketing budgets are expected to rise by 9 percent in 2013.

While the return on investment with digital marketing remains a little murky, organizations are continuing to invest heavily in an activity that they see as being critical to their organization’s long-term success.

In fact, many CMOs will be outspending the IT organization on IT by 2017. More challenging yet, Gartner says the majority of CMOs have hired their own CTOs.

Obviously, digital marketing activities should be getting more attention from the CIO who, in collaboration with the CMO, could very well redefine how sales and marketing operate in the digital age.

Mike Vizard has been covering IT issues in the enterprise for 25 years as an editor and columnist for publications such as InfoWorld, eWeek, Baseline, CRN, ComputerWorld and Digital Review.


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