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Posts Tagged ‘Accenture Interactive’

How to Resolve The Disconnect Between Digital Marketing and IT

You’d think a communication breakdown between communications professionals would be a rare, oxymoronic occurrence, but it’s a common complaint: the marketing team feels the IT department is falling short when it comes to supporting marketing initiatives, while the IT department thinks the marketing team hasn’t given them clear directives or expectations.  When collaboration between these departments fail, so can a digital marketing effort.

According to a new study by Accenture, which surveyed 400 senior marketing and 250 IT executives in 10 countries, a disconnect between chief marketing officers and chief information officers threatens the ability of companies to deliver effective customer experiences. In fact, this disconnect is such a common problem that only one in 10 of the executives polled believed collaboration between CMOs and CIOs was at the right level.

CIOs appear to be more committed to making collaboration a priority than do CMOs; more than three out of four CIOs surveyed—77 percent—agreed that CMO-CIO alignment is important, while only 57 percent of CMOs agreed. However, although CIOs seem more willing to engage with CMOs, only 45 percent of them felt that supporting marketing was a top (or near top) priority.

Whatever the attitudes of CIOs and CMOs might be, the report revealed that neither are satisfied with the current level of collaboration. When working together on a marketing initiative, both parties said they were disappointed by the experience. 36 percent of CMOs said that IT deliverables fall short of the desired outcome, while 46 percent of CIOs said marketing does not provide an adequate level of detail to meet business requirements.

So what can companies do to fix this problem? Read more

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Closing the Digital Performance Gap: Study Shows How Brands Plan to Meet Changing Consumer Expectations

According to a new Accenture Interactive report, Turbulence for the CMO, four in ten top marketing executives feel they are unprepared to meet their objectives due to a lack of funding and inefficient business practices. In light of these challenges, 70 percent of the executives polled believe that corporate marketing will undergo a dramatic shift within the next five years, and that in order to keep up with changing expectations and an increasingly complicated customer environment, their organizations must focus on digital marketing and analytics.

“Marketing executives are growing increasingly concerned that tight budgets and the lack of a clear strategy for implementing digital technologies are hurting their company’s ability to compete in the digital age,” said Brian Whipple, global managing director of Accenture Interactive. “There is a clear performance gap between the demands of the marketplace and the ability of marketing organizations to apply the digital technology talent required to be more effective.”

This shift in focus is translating into changes in two major areas: increased investment in digital capabilities, and improved collaboration between in-house and agency marketing and communications efforts. Here’s how the results of the survey break down regarding those two major categories:

Increased Investment in Digital Capabilities:

  • 66 percent of marketing executives said they will allocate at least one quarter of their budget to digital marketing next year.
  • 23 percent said that more than half of their spending will be dedicated to digital marketing.
  • 48 percent said they would spend more on managing customer data.
  • 40 percent will increase spending on web analytics.
  • 39 percent will spend more on marketing analytics.
  • Half of the executives polled said they plan to initiate an internal reorganization to become more digitally focused, while over half said they plan to hire more people with the necessary digital skills.

Improved Internal and Agency Collaboration:

  • 55 percent of marketing executives said they were satisfied with the level of collaboration with their outside agencies. However, the rest of the results indicate a less positive experience.
  • Only 36 percent said that their agencies execute flawlessly.
  • 36 percent said that the agencies are not able to deliver what they promised.
  • Only 44 percent said that agency partners help marketing executives transform their marketing organization.

This indicates that greater collaboration between in-house and agency efforts may help smooth the transition to digitally-focused marketing. Read more