Marketing Execs Think C-Suite Lacks Digital Vision

By Dennis McCafferty  |  Posted 2014-09-12 Email

If you believe that your company's leaders struggle to understand information technology, you'll find a partner in the marketing department. In fact, only a minority of global marketing executives think that the C-suite comprehends digital strategies, according to a recent survey from Epsilon. The accompanying report, "Leading a Digital Marketing Evolution: Lessons in Transformation, Culture and Technology from the Global 1000," also reveals that companies with rigid structures and high barriers to innovation are nearly twice as likely to have difficulty attracting and keeping tech talent. The survey divides companies into "leaders," and "mainstream," with three-quarters of the former enterprises reporting positive 2013 revenue trends, when compared with the sector average. In contrast, only 43 percent of the mainstream companies showed positive revenue trends. Leader companies are also considered trailblazers with respect to digital change and disruption, while mainstream organizations are more likely to face pressures due to those factors. "Technology enables marketers to expand their capabilities, especially when it comes to making their efforts more customer-centric," says Kim Finnerty, senior vice president of research and insights for Epsilon. More than 400 global consumer marketing executives took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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