IT Is Essential for Marketing Success

Technology has always played a major role in marketing, but a report reveals that organizations will seek greater input from IT departments to achieve better customer performance. IBM’s “The State of Marketing 2012” indicates that marketing professionals are aware that they're falling short in reporting and analyzing online visitor data. They're overwhelmed with the amount of data and systems they're tasked to oversee. The vast majority say improved integration and metrics tools would provide a tremendous benefit. They also admit that their social media efforts lack a unified, integrated vision that greater collaboration with the tech side could provide. Ultimately, marketers hope that progress in this area will help them make better decisions about product and services offers and campaigns. More than 350 marketing professionals took part in the research.