Marketers to Reach Customers Through New Mobile Device Ads; IT a Hurdle
Karachi, Pakistan, 21 Jun 2012: IBM’s (NYSE: IBM) new survey of the marketing industry finds that chief marketing officers (CMO) and chief information officers (CIO) must join forces in order to connect with today’s consumer across new channels including mobile devices and social networks. Fully 60 percent of marketers point to their lack of alignment with the company's IT department as the biggest obstacle to reaching today's consumers.
One key new finding of the survey shows that with mobile marketing working well, marketers are now preparing to go beyond coupons and deliver mobile advertising that reaches customers on their smart phone and tablets. According to the study, 34 percent of respondents stated that in less than 12 months, they intend to deliver mobile ads, the highest rate of new marketing tactic adoption in the five-year history of the study. Overall, 46 percent of respondents are currently using mobile web sites followed by 45 percent mobile applications, up from 40 percent and 44 percent respectively since last year.
While the mobile channel is thriving, marketers lack this same clear consensus on how to best utilize social media which will result in ongoing experimentation with these channels. For example, when looking toward the remainder of the year, 26 percent intend to launch applications on 3rd party social network sites, 24 percent plan to incorporate user-generated content into their social media efforts and 23 percent are looking to launch social media ads or share links in email and web offers.
IBM's “State of Marketing 2012” surveyed more than 350 marketing professionals across a wide range of industries and geographies. In the study, 51 percent of respondents who identified their companies as high-performing indicated they have good relationships between marketing and IT, 10 percent higher than other companies. This figure validates the importance of the marketing and IT alliance which gives top performers greater responsibilities for the products and services, price, place and promotion (the 4Ps), and communication across the purchasing cycle. As a result, marketers from these higher performing companies are nearly three times more likely to be pro-active leaders in driving their organization's customer experience across all channels.
“This research indicates that as new channels continue to mature and consumer habits evolve, marketing and IT have no alternative but to emerge from their traditional silos and form a strong partnership that puts the business in a position to succeed,” said Yuchun Lee, Vice President, IBM Enterprise Marketing Management Group. “CMOs and CIOs, an 'odd couple' in some respects, will be the catalysts in forging this union and enabling the types of personalized multichannel brand relationships that today’s customers demand.”
Additional results from the survey include:
Marketing and IT Lack Integration:
Marketing and IT Lack Unified Vision:
Marketers State Social and Mobile are Biggest Challenges Moving Forward
Marketers Ignore Social Media Insights:
Marketers Fail to Turn Data into Action
To view the complete survey results, please click herer
To read a Smarter Planet blog post, "The Dog Ate My Integrated Marketing Solution…What’s Your Excuse?" click here