Four in 10 CIOs Say Their Company Lacks Support Needed for Digital Marketing Projects
TORONTO, Oct. 20, 2015 /CNW/ - 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.
View an infographic featuring the research results.
CIOs and advertising and marketing executives were asked, "Do you feel your company has the structure to support the seamless integration between marketing and information technology for digital marketing projects?" Their responses:
| IT Executives |
Creative |
|
| Yes |
54% |
73% |
| No |
42% |
24% |
| Don't know |
3% |
3% |
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*:
*Multiple responses permitted.
| IT Executives |
Creative |
|
| Tasking employees in IT and marketing to collaborate more closely |
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% |
18% |
"Digital marketing initiatives are strengthened by teams that bring together diverse backgrounds and skillsets," said Deborah Bottineau, senior regional manager of Robert Half Technology and The Creative Group. "Successful projects are those that draw on the experience of professionals who have the ability to identify new opportunities within the digital sphere, which often requires the blending of marketing and technology departments for their unique insights."
Bottineau added, "When skills gaps exist internally, freelance or temporary professionals can help bridge the lack of experience often inherent in new collaborative programs, and also pass on their expertise for future digital campaigns."
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 2,400 CIOs from U.S. companies with 100 or more employees in 24 metropolitan areas and 400 U.S. advertising and marketing executives.
About Robert Half Technology and The Creative Group
Both Robert Half Technology (roberthalftechnology.ca) and The Creative Group (creativegroup.com) are divisions of Robert Half, the world's first and largest specialized staffing firm and a recognized leader in professional staffing services. For more career and management advice, visit the Robert Half Technology blog at blog.rht.com and TCG blog at blog.creativegroup.com, and follow @RobertHalf_CAN on Twitter.
SOURCE Robert Half Technology
Image with caption: "Four in 10 CIOs Say Their Company Lacks Support Needed for Digital Marketing Projects (CNW Group/Robert Half Technology)". Image available at: http://photos.newswire.ca/images/download/20151020_C5887_PHOTO_EN_523738.jpg
Naz Araghian, 416.865.2140, [email protected]
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