In
today’s world with the ever growing need to manage brands, consumer perception
and engage in the events around the world in an appropriate manner a CMO’s best
friend is good technology. Marketing is
becoming more reliant on big data, analytics; digitial marketing is inching
towards making CMO budgets larger than the IT budgets. Current research shows that CMO’s office is
the largest driver of technology purchases within a company.
As
digital marketing is becoming a key factor in a company’s business growth strategy,
partnerships and alliance between CMOs and CIO will be required to deliver on goals
which are now joint. A company with a
silo-ed organizational structure is a disadvantage compared to companies with
cross-functional organizations.
Integration
of technology and marketing will increase the responsiveness of the marketing
teams around the world. An example of one such would be analytics and tracking of
the online searches and websites during a commercial being aired during a game
or a show. The marketing teams can
create buzz around their brand similar to the Oreo cookie campaign during the
blackout in the stadium during 2013 Super bowl game. This cohesive integration of marketing into
current events and trends will result in a better customer experience with the brand
and make it more relevant.
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