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Digital marketing dissonance

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Digital marketing dissonance

Four in 10 CIOs say their company lacks support needed for digital marketing projects.

Most businesses have taken steps to enhance their digital marketing abilities, but structural issues may still get in the way, new research from staffing giant Robert Half Technology and The Creative Group suggests.

Forty-two percent of chief information officers surveyed said their company does not have the structure to support the seamless integration between marketing and information technology for digital marketing projects. Advertising and marketing executives were more optimistic, with only 24% saying the same.    

When it comes to the steps companies are taking to support digital marketing efforts, encouraging greater cross-departmental collaboration was the top response among CIOs, and advertising and marketing executives.

"Digital marketing requires close collaboration between cross-functional teams that view initiatives through different lenses," said John Reed, senior executive director of Robert Half Technology. "Successful integration programs often entail bringing in people with new skill sets who can help bridge the gaps between the technology and marketing departments."

Added Diane Domeyer, executive director of The Creative Group, "Many organizations benefit from creating cross-functional teams that blend full-time staff, consultants and freelancers to tackle digital initiatives. Doing so helps eliminate an 'us versus them' mentality and ensures everyone is working toward a shared goal."

 

 

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