CIO Press Release
Research Conducted by CIO Highlights CIO/CMO Relationship Gaps and Misconceptions to Be Addressed at CIO/CMO Agenda Event
FRAMINGHAM, MA–(Marketwired – Apr 30, 2013) - CIO‘s 2013 CIO/CMO Partnership survey digs into the CIO/CMO relationship from how these executives view each other, to future IT spending. Overall, the results stress that CIOs and CMOs must work together now to ensure investments for automating marketing align with enterprise architecture for maximum business results. The growing need for collaboration and alignment between the CIO and CMO for technology solution adoption — highlighted in the survey — has sparked the launch of the CIO/CMO Agenda event, produced by CIO in partnership with The CMO Club.
CIO and CMO Perceptions
The majority of CIOs and CMOs (82% and 77% respectively) describe their relationship with the other as excellent/good and 40% of CIOs and 27% of CMOs believe that the relationship will continue to improve over the next year. One reason for this positive view of the relationship is that respondents most often characterized each other as a consultant or strategic player in technology decisions. However, 14% of CMOs see CIOs as a road block and an additional 19% view CIOs as a risk assessor. One-quarter of CIOs view CMOs as a rogue player (view chart). Adoption of cloud solutions without IT’s approval was also highlighted in IDG Enterprise’s CITE research, including employee use of consumer services (41%) and file sharing tools (31%). To benefit the enterprise, CIOs and CMOs believe that collaboration, agility, innovation, customer insight and influence with the CEO are key to developing a closer relationship, which is necessary for results.
Is the CMO pushing the CIO off the IT budget chair? And if so, how can you forge a relationship with sales and marketing that leverages the best results for all concerned?
There’s a new synergy happening in the boardroom, and while some CIOs are left floundering by fast-shifting demands for them to become more agile, customer-responsive and creative, most are finding that they have more in common with their new best mate, the chief marketing officer, than they ever suspected. Laura McLellan, a research analyst at Gartner Inc, lobbed a grenade into the CIO trenches last year when she claimed that by 2017, the average CMO would control more of the IT spend than would the average CIO.
That’s not an empty promise; at its core, marketing is about communicating. And in today’s hyper-connected world, communicating is about technology.
As commerce becomes e-commerce and direct mail becomes direct email, marketing gains a more central role in organisations. But in a space where customer interaction is increasingly digital and where key technologies are increasingly in the hands of the customer, both the CMO and CIO are working outside their comfort zones.
It only makes sense that they buddy up.
“The CMO lives in the world of art, the CIO lives in the world of science, and today’s market is about a blending of art and science,” says Brock Douglas, who heads IBM Australia’s Smarter Commerce division.
“They each need to develop new skills, and they do that by working across the organisation.”
The technology to-do list for business media companies is lengthy, but many have made centralized audience databases and responsive design websites a priority in 2013. The goal behind these complex initiatives? To get a simplified view of customers and to reach them wherever they may be, whether at the office or on the go.
Faced with a multitude of technology options that promise to make their companies more profitable or efficient, business media executives must choose their priorities. This year, publishers with different sizes, business models and vertical markets are focusing their efforts on two technology-driven projects in particular: building out centralized audience databases and creating websites using responsive design.
Other technology initiatives remain on the to-do list, of course, including those that will unlock the potential of publishers’ content assets, help companies use powerful analytics or make magazines more exciting for readers and more targeted for advertisers.
But single customer-portrait databases and responsive design hold particular appeal for media companies because of their potential to help address some thorny issues.
Brent Pearson, CTO at UBM Tech, explained that his company has a private cloud solution that combines both a physical data warehouse and applications that can bring together data from different databases. Pearson has spent years consolidating and merging a succession of databases, he said, starting with the division formerly known as UBM Electronics, then adding the electronics business acquired from Canon Communications and now incorporating data from the formerly separate TechWeb division. “The end goal, to have all of UBM Tech in a single-user database, is still months away,” he said.
Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.
Marketers have been trying to understand consumer behavior and motivations since the dawn of advertising and propaganda. Technology – from the earliest form of radio broadcasts and then TV – has had a deep impact on how marketing campaigns are strategized and executed. Today’s marketers have resources at their fingertips to get deep consumer insights based on their online and mobile behavior – capabilities that Don Draper and his team would do anything to get their hands on.
Each year, technology gets more precise at targeting the most interested consumers with the highest purchase intents. What trends will we see in 2013?
Mobile ads will grow
I might as well start the predictions off with the most obvious one. Unless you’ve been living under a rock, you’ve heard that mobile advertising is growing at an exponential rate. That’s because it works, and it works because the technology to enable it keeps getting more precise. As companies are able to discern more granular information about mobile users’ behaviors (device, location, etc.) the success of mobile ads will grow.
Reliance on first-party cookies
In the desktop world, marketers had things figured out. By attaching their cookies to popular sites such as NYTimes.com, they could track a user’s behavior, learn more about them and target ads specific to their behaviors. But iOS doesn’t allow third-party cookies, and neither does Android (it’s possible to get around this on Android, but it’s not reliable). But now brands realize the value of mobile ads, and that means they’re ready to do something about it.