Marketing Strategies Need a Digital Boost
Many organizations aren't doing enough with digital technologies to maximize the impact of marketing, according to a recent survey from Wipro Limited and Forbes Insights. You'd think that IT would be considered a prime candidate for input and support here, but many executives said the technology department is too busy to provide much help. "Executives today face a bewildering array of digital marketing technologies," says Hiral Chandrana, vice president and global business head of consumer goods for Wipro Limited. "It not only requires integrated Website, mobile and social media strategies … but also concepts such as omni-channel and analytics, which add to the complexity. But at the same time, the collective capabilities of these technologies to grow and optimize sales and marketing are too important to be ignored." A number of the findings distinguish organizations that are transformative—they embrace a wide array of digital strategies and social, mobile, Web and analytics tools—from those that fall short on these objectives. A total of 125 C-level executives representing a wide range of consumer goods companies took part in the research.