6 Ways for a Marketing CIO to Succeed

By Martech Outlook | Tuesday, October 29, 2019

When digital marketing enters boardroom strategies, the position of CIOs as the pioneer in digital marketing becomes inevitable. This guide is sure to help.

FERMONT, CA: Digital technology is beginning to change business processes, especially in the field of marketing. It has become imperative for businesses to maintain a competitive advantage on the market to keep up with emerging digital technologies. In this environment, by promoting seamless communication between related departments, including sales and marketing, the CIOs will direct their organizations towards success. The following are the ways in which CIOs in the marketing space will accelerate the digital transformation. 

Utilization of APIs

CIOs can provide market value through application program interfaces (APIs), enabling companies to innovate and evolve continuously without the need to migrate, rip, replace, or build technologies. Simply put, APIs allow any component to be integrated with any other component. They pave the way for businesses to develop, grow, and integrate new technologies that will enable untapped information to be accessed.

Robust Strategies for Harnessing Data 

The CIO's evolving position has much to do with marketing outcomes as with digital transformation driving technology. Through implementing rigorous strategies to leverage the data generated by multiple channels such as cloud, mobile, and social media, CIOs will be able to draw valuable insights for decision-making. The number of global internet users is expected to exceed 3.9 billion, according to a Cisco report. This is also the duty of the CIOs to harness the possibilities by making digital transformation an integral part of their marketing strategies. The proliferation of digital technology has made it crucial for the organization to work more closely together. 

Collaboration with CMO for Unique Marketing Experiences

Through time, in recognizing the convergence of their positions, the CIO and CMO have moved closer. Today, the CIO and CMO often cross paths. CMOs live and breathe online tools in a lifecycle that ranges from initial recognition to purchase and lifetime engagement to broaden products and one-to-one relationships with consumers. CIOs are now enablers to digitally enable other C-suite executives.

Developing Digital Strategies

The role of new marketing technologies in driving digitalization, and improving customer engagement is becoming more evident. The organizations' ability to integrate information from hierarchical silos and gain valuable insights can determine the success of their marketing strategies. The customer-driven environment makes it imperative for a CIO to build comprehensive strategies and engage customers. They need to facilitate collaboration between marketing departments and IT departments to implement robust customer engagement technologies, including virtual assistants, augmented reality (AR), virtual reality (VR), and so on.    

To Evangelise key IT Initiatives

It's no secret that great communication often isn't synonymous with IT leaders, just as it is with CEOs. Nonetheless, CIOs need to step out of their traditional comfort zone to figure out how to evangelize key IT systems to the rest of the organization to create a positive impact across the organization. It's about changing the expectations of IT workers as just a support role to an enterprise-wide engine for technological change and ensuring that everyone recognizes how it will personally affect them. The CIO has the power to create a new digital-first environment and frame the narrative on how these technology projects serve wider business objectives. It may include hiring new talent or building a team of data scientists, designers of APIs, and business analysts to help spark and drive enterprise-wide innovation. 

Improving Customer Experiences

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.

Every great CIOs' strength lies in their capabilities to change and adapt. That's why this modern world's demands will not be a reinvention, but a reaffirmation of the CIO's position as a visionary, digital strategist, and a key driver of business growth. To encourage employees,  customers, and brand success, the CIO needs to be involved in making decisions that determine the success of the entire customer journey.

Check this out: Top Digital Marketing Companies

Weekly Brief

Top 10 Marketing Automation Solution Companies - 2019
Top 10 Marketing Automation Consulting/Services Companies - 2019

Read Also