IBM just got the results in on yet another of its boundless surveys, this one concerning my favorite, the marketing industry.
The lead: CMOs and CIOs must partner to connect with today’s elusive consumer across new channels (including mobile and social).
Sounds obvious enough, but fully 60 percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.
On the mobile front: Mobile marketing seems to be working well, according to the findings, but marketers are preparing to move beyond coupons and deliver mobile advertising that reaches customers on smartphones and tablets.
34 percent of respondents stated that in less than 12 months, they intend to deliver mobile ads, the highest rate of new marketing tactic adoption in the five-year history of the study.
Overall, 46 percent of respondents are currently using mobile web sites followed by
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