Marketers Challenged to Keep Pace with Mobile, Social – Effective multichannel campaigns require tight integration of marketing and information technology

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


The mobile and social marketing spheres are moving fast, and marketers are doing their best to keep up. That’s one of the findings of IBM’s May 2012 survey of marketing professionals worldwide, “The State of Marketing 2012.” The continued fracturing of the media landscape has made it increasingly difficult for marketers to reach customers in large numbers. The poll found that the largest percentage of respondents, 41%, named the growth of marketing channels and devices as the top challenge to their company over the next few years. This was followed by customer collaboration and influence, named by one-third of respondents.

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