According to a recent study conducted by IBM, companies aren’t doing enough to bring their marketing and IT teams together to take advantage of the digital space.
The study, State of Marketing 2012, surveyed more than 350 marketing professionals in a range of industries. Companies that have IT and marketing departments that work together report greater success and high performance than those that don’t. Here are some highlights of the study:
- More than half of respondents who characterized their companies as high-performing pointed to good relationships between marketing and IT departments, 10% higher than other companies.
- High-performers are three times more likely to actively create a company-wide customer experience across channels.
- One-third of responding marketing executives intend to deliver mobile ads within the next 12 months, the highest rate for that marketing channel in the study’s five-year history.
- 46% intend to use mobile sites.