Digital marketing integration presents challenges for many organizations

Forty-two percent of IT execs say companies lack support needed for projects

Posted October 22, 2015

Most businesses have taken steps to enhance their digital marketing abilities, but structural issues may still get in the way, new research from Robert Half Technology and The Creative Group suggests. Forty-two percent of chief information officers (CIOs) surveyed said their company does not have the structure to support the seamless integration between marketing and information technology (IT) for digital marketing projects. Advertising and marketing executives were more optimistic, with only 24 percent saying the same.

When it comes to the steps companies are taking to support digital marketing efforts, encouraging greater cross-departmental collaboration was the top response among CIOs, and advertising and marketing executives.

CIOs and advertising and marketing executives were asked, "Do you feel your company has the structure to support the seamless integration between marketing and IT for digital marketing projects?" Their responses:

  CIOs Creative Executives
Yes 54% 73%
No 42% 24%
Don't Know 3% 3%
*Responses don't equal 100 due to rounding

CIOs and advertising and marketing executives were also asked, "Which of the following is your company doing to support a digital marketing strategy?" Their responses*:

  CIOs Creative
Tasking employees in IT and marketing to collaborate more
47% 68%
Bringing in talent with technical and marketing skills to focus on
digital strategy
44% 46%
Using outside digital marketing agencies 34% 45%
None of these 33%  
*Responses don't equal 100 due to rounding

"Digital marketing requires close collaboration between cross-functional teams that view initiatives through different lenses," said John Reed, senior executive director of Robert Half Technology. "Successful integration programs often entail bringing in people with new skill sets who can help bridge the gaps between the technology and marketing departments."

Added Diane Domeyer, executive director of The Creative Group, "Many organizations benefit from creating cross-functional teams that blend full-time staff, consultants, and freelancers to tackle digital initiatives. Doing so helps eliminate an 'us versus them' mentality and ensures everyone is working toward a shared goal."

About the Research

The surveys were developed by Robert Half Technology and The Creative Group, and conducted by an independent research firm. They include responses from more than 2,500 CIOs in 25 metropolitan areas and more than 400 U.S. advertising and marketing executives.

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