How CIOs Can Improve Digital Marketing Strategies

By Dennis McCafferty  |  Posted 10-22-2014 Email

Marketing departments are planning to spend considerably to enhance their digital capabilities, according to a new survey from Teradata Marketing Applications. The accompanying report, "Enterprise Priorities in Digital Marketing," reveals that CIOs and their tech teams must work closely with marketing to deploy tech that improves customer service and retention. These deployments must fully integrate with existing systems, while being capable of adding on additional features as future demands dictate. Among those present-day or near-future demands: the personalization of the customer experience. "Strategic direction is only as powerful as the investment that supports it," says Darryl McDonald, president of Teradata Marketing Applications. "We've been talking about personalization for years. Now, through digital marketing, custom analytics and marketing as a service, the appetite is real and true personalization is the future. Only a customer-centric strategy that combines technology and data can deliver sustainable opportunities for businesses to drive top-line growth." More than 400 senior marketing professionals participated in the research. For more about the survey, click here

Dennis McCafferty is a freelance writer for Baseline Magazine.


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