Online customers, digital marketing: The CMO-CIO connection
Authors: Peterson, Michael; Koch, Volkmar; Gröne, Florian; Vo, Hong Tuan Kiet
Source: Direct, Data and Digital Marketing Practice, Volume 11, Number 3, January 2010 , pp. 219-221(3)
Publisher: Palgrave Macmillan
Abstract:Media consumers are rushing online in record numbers, and corporate marketers must go there too. Done right, online marketing holds the promise of higher profits and greater accountability, but it requires a sophisticated, strongly aligned blend of marketing savvy and technological expertise. CIOs and CMOs must work together to develop a marketing technology architecture that combines the ability to analyse consumer behaviour, help make marketing decisions, and automate customer interaction, content management and publishing processes. While some of this technology is already available, the solution market is in flux, and far-sighted caution is a must.
Document Type: Research Article
Publication date: January 2010
- This title was previously published as Interactive Marketing.