Articles

Digital Lone Wolf or Leader of the Pack?

Share this post:

That howling you might be hearing in the sacred halls of your market department is likely no ordinary True Blood-like werewolf; it’s your organization’s digital marketer.

Digital marketer howling, even snarling at traditional marketing colleagues, is clearly a symptom, according to available corporate folklore, of working in silos. What’s worse, this functional solitary confinement means that marketing departments are missing opportunities to link deeper understandings of customer motivations and preferences identified in web and social channels to traditional ones, such as direct mail or email.

The IBM State of Marketing Survey 2012 confirmed as much.  The survey revealed that 65 percent of marketers analyze their online visitor data, but only a third are targeting 1:1 offers or messages through digital channels, and less than 1 in 5 is using this data for other traditional channels.  The same survey also showed that 85 percent of respondents agreed with the need for an integrated marketing suite, which allows organizations to cross the digital divide and leverage insight on consumer preferences and motivations.

Further, with the increasing proliferation of channels, new technologies and sheer volume of different data types, marketers need to start integrating and removing silos.  The survey results revealed additional loan wolf behavior in emerging channels — 79 percent of marketers run mobile and social campaigns either in silos, discreetly or on an ad hoc basis. Only about half of all respondents were using social media data to inform their decision-making processes about marketing offers and messages.

The good news:  This August 8th we’re examining just these issues in a Webinar entitled: Do You Compare? Insights from IBM’s Annual Global Survey of Marketers: Bringing Together Digital and Cross-channel Marketing.

While a cure for werewolfism (also known as lycanthropy) is likely beyond the webinar’s scope, we’ll explore how we can help digital marketers and even their colleagues greatly reduce their howling.

More stories

Holiday spending statistics show record-breaking success with IBM products and platforms

Each November, the weekend from Black Friday to Cyber Monday is the single busiest, most critical time of the year for retailers. Holiday spending statistics serve as a key indicator of the overall health of the retail industry and reveal whether balance sheets will go from red to black. In 2018, IBM played an important […]

Continue reading

Andertons Music tech team uses AI to win IBM London Hackathon

Last October, IBM hosted a hackathon in London where teams competed to demonstrate the superior customer experience capabilities of IBM Digital Commerce and Watson Content Hub. Several talented IT professionals from the region participated in the activity, assisted by knowledgeable IBM professionals. The winning team was an ingenious group of tech (and not-so-tech) guys from […]

Continue reading

10 Supply Chain Resolutions in 2019

As we turn to a new year, I am more excited than ever to be in supply chain. While customer expectations of “anytime, anywhere, my way” are putting enormous pressure on you, your suppliers and your partner ecosystems, it is also giving our profession the opportunity to step up and become stewards of our brands […]

Continue reading