Blending the Art of Marketing with the Science of Technology
By Jeff Schick, Vice President, Social Software at IBM
Investments in IT have long been the domain of the CIO, but all of that is changing as CMOs increasingly impact IT investments in today’s social and digital world. Given the business realignment between marketing and technology, the CMO and CIO can no longer afford to operate on separate stages. To succeed, they’ll have to forge a shared agenda to deliver business results through innovation and efficiency.
CMOs: imagine your job, but with next-generation skills, expanded peer networks, and the tools and technologies to transform your profession. CIOs: think about sharing your expertise in enterprise IT integration and expanding your horizons further outside the firewall. Together you can approach marketing as an essential enterprise system that delivers innovation, business results, and better customer experiences.
One area challenging both CMOs and CIOs is how to leverage the growing social sphere.
Today’s CMO is struggling with how to better reach and engage with customers. According to the 2011 IBM CMO Study, 82% of CMOs say they plan to increase their use of social media over the next three to five years. We know today’s consumer has unlimited access to information and can instantly share it with the world. This immediacy has raised consumers’ expectations for 100% personalized communications and top-notch service.
At the same time, CIOs are facing a similar struggle within the organization’s walls. That same empowered consumer is today’s empowered employee striving to meet deadlines and deliver superior results at an even faster pace. According to IDC, employees typically see up to 30% increased productivity using social tools internally to complete their work. With a workforce that is socially oriented and geographically distributed, CIOs today are struggling to provide company data on every type of device for their on-the-go, highly motivated employees.
While social is a common denominator for today’s CMO and CIO, what does it look like when they come together to achieve their goals and in the end realize business value for their organization?
Here are some examples of organizations across the globe that are leading the charge, pioneering this C-suite social agenda, and as a result, delivering a superior social, digital brand experience for their customers and employees:
- Taking advantage of cutting edge digital experience and social technologies, Wimbledon has transformed its web presence to meet the needs of the 16 million people who tune in online to the annual tennis championships. By visiting its website, www.wimbledon.com, fans can share information, interact with, and connect to The Championships as though they were actually there.
- Cars.com is similarly embracing web experience technology to provide a 360-degree view of its entire business operations, enabling dealers to examine current inventory, change pricing, and manage photos, among many other business activities—ultimately providing better services to its customers. Today, Cars.com has scaled to support 200 million unique visitors a year, an increase of 145 million visits since 2007.
- Gruppo Amadori, a wholesale distributor of quality foods in Italy, has improved its online presence, enabling the company to communicate more directly with younger consumers and increase consumer loyalty. The organization can create new mini-sites up to 40% faster, saving time and costs. Amadori has also created an up-to-date database of consumer details, helping the company better understand the needs of its customers.
- The region of Windsor-Essex, Ontario, Canada has created a community portal built to provide the region’s government and related organizations with the tools to help citizens with emergency and community services, transportation, health, utilities, and life events, such as getting married, having a baby, or retiring. Through the region’s innovative use of IBM technology, asthma attacks have been alleviated, a local automobile manufacturing plant diversified into the aerospace industry, and 250 tons of waste materials from a road construction project was made into new housing for those who needed it the most.
Despite a few trailblazers, like the organizations listed above, this collaboration between CMO and CIO is the exception and not the rule, but it’s clear that if your organization is looking to gain an advantage over the competition, this relationship is the ticket to success. It’s time as a marketer to knock on your IT department’s door and get collaborating!
is filed under Alignment, CIOs, CMOs, Collaboration, Community, Competitors, Customer Experience, Customer Retention, Customers, Employees, IBM, Innovation, Jeff Schick, Loyalty, Marketing.
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