Insights

Enterprise Inbound Marketing & The Creation of the Chief Digital Officer

[fa icon="calendar"] Jan 22, 2014 7:30:00 AM / by Katrice Svanda

Katrice Svanda

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Before the rise in popularity of the Internet and social media, traditional marketing strategy and implementation dominated the market with TV, newspaper, radio, and billboard advertisements. Although traditional marketing methods still exist, marketers now realize the importance of digital marketing across social media and websites. 

The Chief Marketing Officer promotes brand awareness and generates leads through marketing campaigns. The Chief Information Officer operates and maintains the technical data needs within a company.  As digital marketing has prevailed as the most cost effective path to capturing a more qualified online audience, data-driven marketing decisions have also become a necessity.  No longer can the Chief Marketing Officer and Chief Information Officer isolate themselves within their roles. The CMO and CIO paths must intersect for a company to stay relevant in a data-driven marketing world.

Enterprise Inbound Marketing 

Enterprise inbound marketing is a digital marketing approach that focuses on attracting visitors, converting them into marketing and sales qualified leads, and securing them as customers.  In order to naturally attract, convert, and close qualified customers, you need to create high-quality and relevant content that appeals to your buyer personas’ interests.  Your company’s buyer personas represent the demographic and behavioral characteristics of your ideal customers.  If the CMO and CIO begin collaborating in their responsibilities, they can co-design a more personalized, interactive, and unique customer experience that appeals to their buyer personas.  Chief Marketing Officers need data-based insight to satisfy customers’ expectations.  The Chief Information Officer has the know-how to integrate data-generating platforms between the marketing and IT departments.  Through the integration and application of data technology, CIO’s help CMOs get to know their customers’ behavior, wants, and needs.  Gathering data is meaningless unless you analyze it to improve inbound marketing effectiveness.

The Benefits of CMO and CIO Collaboration

Marketers and IT professionals must work together to analyze large amounts of data from digital channels and ensure that marketing content satisfies the buyer persona’s needs.  Data analytics hold the key to providing an optimal customer experience, and achieving a higher ROI.  Chief Marketing Officers are responsible for connecting sales and marketing tasks to enhance lead generation, revenue generation, and return on investment.  Tracking the effectiveness of digital marketing on sales requires the right technology and the right collaboration between marketing and IT departments.  Lack of collaboration between the CMO and CIO may lead to increased risk factors for a company, which include an inability to maintain security, comply with regulations, or scale business operations.  In order to reap the benefits of enhanced customer conversion and avoid the risk of becoming obsolete, integration between data and marketing cannot be ignored.

The Emergence of the Chief Digital Officer

Reluctance to incorporate data-driven technology leads to a lack of progress and innovation.  The transformation from traditional marketing to data-driven marketing won’t be easy. Often, companies have internal power struggles that prevent progress.  Other times, marketers might be so overwhelmed with technology possibilities that they become discouraged from moving forward.  Nonetheless, the need for intersection between data and marketing outweighs the potential obstacles of taking action.  With the need for a digital transformation, companies have begun featuring a new position – the Chief Digital Officer. The CDO oversees the adoption of digital technologies and the integration of data and marketing information between the IT and marketing departments.  CDO responsibilities vary between companies; however, the position is consistent in the fact that it requires a balance of technology and business savvy.  In addition to supporting the IT department with data technology needs, the Chief Digital Officer is trained to support the CIOs and CMOs by performing analytics to gather customer data.  In the past, CIOs and CMOs have been known to work on specialized tasks in a narrow mindset.  CDOs are now trained to develop a broader view of the company’s business objectives and to help create a clear vision for a company-wide digital transformation.

A broader, more collaborative perspective between marketing and IT departments is the foundation for an effective digital transformation. Integration between marketing efforts and data analytics is necessary to gather data customer insights and create a golden customer experience.

Inbound Marketing Agency Houston

About Digital Impact Agency

Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.

Topics: marketing automation, technology marketing, enterprise inbound marketing

Katrice Svanda

Written by Katrice Svanda

Katrice Svanda is a Founder and CEO for Digital Impact Agency, a Houston-based digital media and inbound marketing agency. Her background includes over 15 years of experience in the technology industry from marketing emerging technologies to participating in several technology spin-offs. Katrice has created successful marketing campaigns for business-to-business, business-to-consumer, and business-to-government.