CIOAdvisor Apac

  • Home
  • Vendors
  • News
  • Conference
  • Whitepapers
  • Newsletter
  • Subscribe
  • About Us
  • Specials

  • Menu
      • Ad Management
      • Application Security Testing
      • Artificial Intelligence
      • BPO
      • Contact Center
      • Data Analytics
      • Deep Learning
      • Digital Marketing
      • Digital Transformation
      • Disaster Recovery Services
      • Disinfection and Sanitization
      • E-Invoicing
      • Ecommerce
      • Govt Tech
      • HubSpot
      • Human Resource
      • ICT
      • IoT
      • Laser and Photonics
      • Leadership Development
      • Logistics
      • Machine Learning
      • Marketing Technology
      • Mobile Application
      • Parking Management
      • Payment And Card
      • SDN
      • Telecom
  • Digital Transformation
  • Logistics
  • IoT
  • Payment And Card
  • Artificial Intelligence
Specials
  • Specials

  • Ad Management
  • Application Security Testing
  • Artificial Intelligence
  • BPO
  • Contact Center
  • Data Analytics
  • Deep Learning
  • Digital Marketing
  • Digital Transformation
  • Disaster Recovery Services
  • Disinfection and Sanitization
  • E-Invoicing
  • Ecommerce
  • Govt Tech
  • HubSpot
  • Human Resource
  • ICT
  • IoT
  • Laser and Photonics
  • Leadership Development
  • Logistics
  • Machine Learning
  • Marketing Technology
  • Mobile Application
  • Parking Management
  • Payment And Card
  • SDN
  • Telecom
×
#

CIO Advisor APAC Weekly Brief

Be first to read the latest tech news, Industry Leader's Insights, and CIO interviews of medium and large enterprises exclusively from CIO Advisor APAC

Subscribe

loading
  • Home
  • News
Editor's Pick (1 - 4 of 8)
left
Using Data to Delight Customers

Doug Allen, CIO, Nelson-Atkins Museum of Art

How Essential is Marketing and Sales

Ken Soh, CIO and Director, e-Strategies, BH Global

Technology is Important, but so is Good Process like Table Top Exercises to Mitigate Risk

Georgette Kiser, CIO, The Carlyle Group

Olympic sports training applied to media agency clients?!?

Case Study: Media consultancy leverages data to self fund client marketing campaigns

Vertical value chain integration applied to media agency clients?!?

Navigating the Art & Science Of Marketing Automation

Marshall Stanton, EVP, Global Operations, Catalina

Data-Driven Leadership Approach: What? How? Why?

Oleg Kravets, Global Head of Data and Analytics,TTC

right

THANK YOU FOR SUBSCRIBING

When Marketers Run Technology, Where Does IT Fit?

CIOAdvisor Apac | Thursday, November 21, 2019
Tweet

Providing a remarkable customer experience is not just dependent on the marketing department as it needs assistance from IT as well.

Fremont, CA: Chief marketing officers (CMO) play a monumental role for brands as they assist in cultivating and engaging the customers. As the CMOs tried to identify smart and relevant ways to deliver growth, they amassed a pile of new marketing technologies. There are numerous software vendors across dozens of categories offering their solutions to the marketers. According to a survey by Gartner, in 2019, 29 percent of the marketing budget is dedicated to technology, taking away the share from areas such as agencies, paid media, and labor. CMOs express that they are incorporating technologies into their budgets to compete effectively with their competitors and deliver a more personalized experience to their customers. Lastly, they view marketing technology acquisition vital for the future as it may contribute to the goals of the coming years.

Marketing technology or “martech” requires more deployment and usage flexibility. In a different Gartner survey, marketing leaders admitted that they are taking more responsibility to manage technology. Overall, 74 percent of marketers said that they are mainly responsible for technology management for their team. While 23 percent said, that split the martech technology by half with the IT department. Only 3 percent were comfortable with outsourcing the job to an outside marketing group. Even though the marketing department handles martech, the involvement of IT is extensively required for several martech activities such as vendor evaluation, configuration, deployment, and integration. The IT department can assist marketers by selecting technology that fortifies the business capabilities.    

The IT department assists contracting, vendor management, security and privacy practices, and scalability requirements. Especially with the General Data Protection Regulation (GDPR), marketers must re-examine their privacy and data management practices. The IT department can guide the marketing department to comply with privacy requirements. Furthermore, they assure that the existing marketing systems and databases are secure. Lastly, the IT department assists in assessing new vendors.  The most successful collaborations between the IT and marketing department involve critical marketing applications and their shared business and technical ownership. Lastly, it depends on the shared metrics that focus on the outcomes as well. Marketers must understand that providing excellent customer experience is a collective effort and goes well beyond the function of marketing.

tag

Customer Experience

Data Management

Featured Vendors

  • MVI Technologies: Innovative, Future-proof Financial and Payment Switching
    MVI Technologies: Innovative, Future-proof Financial and Payment Switching
  • DATAMARK: Process Driven Solutions in Action
    DATAMARK: Process Driven Solutions in Action
  • IMACREA: Shaping the Future of Teleworking
    IMACREA: Shaping the Future of Teleworking
  • PuzzleBox BPO, Inc.: A Hybrid Platform for Customer Support and Sales Empowerment
    PuzzleBox BPO, Inc.: A Hybrid Platform for Customer Support and Sales Empowerment
ON THE DECK

Read Also

Safeguarding Quality through Proactive Risk Management

Cultivating a Culture of Agility: Nurturing Adaptability for Organizational Success

Governance for Smarter KPIs: Enhancing Performance Measurement

Embracing the Irreplaceable Human in Business and Beyond

Leveraging Gamification for Deeper Financial Engagement

Generative AI: The Game-Changer Automates Marketing For The Retail Industry

Loading...

I agree We use cookies on this website to enhance your user experience. By clicking any link on this page you are giving your consent for us to set cookies. More info

Copyright © 2025 CIO Advisorapac. All rights reserved. Registration on or use of this site constitutes acceptance of our Terms of Use and Privacy Policy |  Sitemap

follow on linkedinfollow on twitter
This content is copyright protected

However, if you would like to share the information in this article, you may use the link below:

https://www.cioadvisorapac.com/news/when-marketers-run-technology-where-does-it-fit-nwid-1983.html