Digital, Mobile to Dominate Marketing Efforts

By Dennis McCafferty  |  Posted 06-25-2014 Email

Before the decade's end, you may find your IT department merging with marketing, according to a recent survey from Accenture. The vast majority of global marketing executives say that the next five years represents a critical period for a digital transformation—one that will depend upon an increase in capabilities such as analytics. However, an equally dominant share of these executives does not expect their organizations to rise to the challenge within that time frame. This puts greater pressure on CIOs and the IT department to deliver upon rising digital demands, especially as the marketing side increases its digital influence and expectations. "As marketing executives are increasingly embracing digital, they can be catalysts to help their company take advantage of the wider digital opportunity and protect against broader digital threats," says Brian Whipple, senior managing director with Accenture Interactive. "Marketing executives are well positioned to assume this role because the opportunities—as well as the potential and real threats—are all about the customer, the brand, the interface with the customer, and how the customer is empowered." And these developments will require marketing to push beyond its traditional roles—and extend into those involving IT, according to Whipple. More than 580 global senior marketing executives participated in the research. For more about the survey, click here

Dennis McCafferty is a freelance writer for Baseline Magazine.


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