5 Ways CIOs can Drive Digital Transformation in the Marketing Sector

By Martech Outlook | Friday, August 30, 2019

As digital marketing makes its way into boardroom strategies, the role of CIOs as the digital marketing leader becomes imminent.

FREMONT, CA – The inception of digital technology is transforming the processes of business organizations, especially in the marketing sector. Keeping pace with the evolving digital technologies has become imperative for companies to maintain a competitive edge in the market. In this landscape, the CIOs can steer their organizations toward success by facilitating seamless collaboration between the relevant departments, including sales and marketing. Following are the ways in which CIOs can drive the digital transformation in the marketing space:

1. Gathering Data

The evolving role of the CIO has much to do with the outcomes of marketing as with the technology driving digital transformation. By implementing robust strategies for harnessing the data generated through multiple channels such as web, mobile, and social media will enable CIOs to draw relevant insights which can inform their decisions.

According to a report by Cisco, the number of global internet users is predicted to reach 3.9 billion. Hence, it falls upon the CIOs to harness the opportunities by making digital transformation an integral part of their marketing strategies. The proliferation of digital technology has made it crucial for enhanced collaboration in the organization.

2. Focusing on Digital Content

The lifecycle management of digital content is gaining traction, becoming as important as customer relationship management (CRM) when it comes to marketing. CIOs can leverage web content management and asset management solutions to control the flow of digital content. In the current landscape, it is crucial to align the digital content infrastructure of the organizations with the long term marketing strategies.

CIOs have to facilitate data-driven personalization and real-time marketing, empowering the development of customized content to promote sales and enhance the customer experience. However, the vast number of digital marketing solutions, recommendation engines, online surveys, and social media analysis platforms has made it challenging for CIOs to integrate the process.

3. Effective Collaboration

By engaging with technology and marketing experts, CIOs can form effective digital marketing strategies, helping the organizations in developing a roadmap for the deployment of digital solutions. CIOs need to include personnel with deep IT and marketing expertise in their teams to guide the development of an effective digital marketing plan.

4. Building Customer Relationships

The main factor which affects the success of businesses is customer experience, and CIOs need to consider it. The incorporation of a robust customer relationship management (CRM) software enables them to manage and analyze customer interactions and data, utilizing the insights to enhance the experience of customers. The rapid growth of data has made it imperative to adopt databases to process the enormous amount of information and draw insights to bolster digital marketing strategies. CIOs can also consider marketing automation to reach their customers with automated brand messages, product information, and company news.

5. Creating Digital Strategies

The role of emerging technologies marketing is becoming more apparent in driving digitalization and enhancing customer engagement. The capability of the organizations to consolidate the data from intricate silos and derive valuable insights will decide the success of their marketing strategies. The customer-driven environment makes it imperative for CIOs to develop robust strategies to engage the customers in the digital world. They will have to facilitate the collaboration between marketing and IT departments to implement robust technologies designed for customer engagement, including virtual assistants, augmented reality (AR), virtual reality (VR) and so on.

CIOs can introduce digital transformation into their organizations by collaborating on digital strategies and driving agile practices. They have the responsibility of keeping the digital infrastructure of their companies running, while also bolstering the business process and addressing the regulatory and compliance requirements. As digital practices are coming into the mainstream, it is crucial for CIOs to efficiently overcome the challenges and motivate their organization toward digital change.

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