IT and Marketing Have Different Ideas About Digital Strategy

A new IBM global study of 300 C-Suite leaders finds chief marketing officers and chief information officers are approaching digital strategies from different directions.

Chief marketing officers want to put all the components of a strong digital strategy in place, including an increased focus on integrating cross-channel touch points, analytics to capture customer insights, social networks to foster collaboration, and mobile and cloud to achieve advanced operational efficiencies and attract and market to new customers.

CIOs say they aim to digitize their front offices within the next few years as part of an overall effort to focus more on the customer experience. This digitization includes analyzing data generated from customer interactions via social channels and mobile devices, and identifying emerging trends.

Overall, most executives are not as digitally savvy as they'd like – the survey found that more than half of mid-market companies lack an integrated digital strategy.

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