CMOs and CIOs must join forces to deliver multichannel experience

CMOs and CIOs must develop a closer partnership in order to connect with today’s multichannel customers or risk losing to the competition, new research has warned.

IBM’s State of Marketing report, which surveyed more than 350 marketing professionals, found 60% of respondents highlighted their lack of alignment with the company’s IT department as the biggest obstacle to reaching consumers.

The research also revealed that marketers are now preparing to go beyond coupons and deliver mobile advertising that reaches customers on their smart phone and tablets.

According to the figures, one third 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.

Additionally, while the mobile channel is thriving, marketers lack this same clear consensus on how to best utilise social media, said the report. For the remainder of 2012, 26% of those surveyed intend to launch applications on third party social network sites, 24% plan to incorporate user-generated content into their social media efforts and 23% are looking to launch social media ads or share links in email and web offers.

Yuchun Lee, VP at IBM Enterprise Marketing Management Group, said: “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.

“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.”