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CIO Блог Информационни технологии

Четвъртък, 17 ноември, 2011 IBM

Технологиите стават неразделна част от ежедневието на маркетинг директора

Ani

автор: Ani

топик: Информационни технологии

тагове: маркетинг, технологии, социални медии, IBM

коментари:

прочитания: 12179


Въпреки че сп. CIO и cio.bg са насочени предимно към ИТ директорите и специалистите, тук ще ви разкажа за интересно проучване за предизвикателствата пред маркетинг директорите (CMO = chief marketing officer). Първо, защото технологиите са толкова голяма част от живота на всеки специалист (без значение в коя област се развива) и второ, защото разширяването на ролята на ИТ мениджъра – процес, който наблюдаваме в последните години, изисква от тях да разбират все по-добре бизнеса, отговорностите и предизвикателствата на останалите топ мениджъри, за да могат да предоставят технология, която да ги преодолее. А маркетинг специалистите със сигурност ще работят във все по-тясно сътрудничество с ИТ, за да търсят по-добри технологии и канали, които да отговарят на потребителските очаквания.    

Едва ли за някого ще бъде изненада, че основният извод от проучването, което е дело на технологичната компания IBM, е, че “дигиталната ера променя ежедневието на маркетинг директора”. CMO усещат промяната, която настъпва в общуването с клиентите и в същото време признават, че се съмняват в подготвеността на организациите си да се справят с нея.

Интересна тук е и темата за ролята на социалните медии в маркетинга и правилното им използване. Въпреки че на пръв поглед интеграцията им изглежда лесна като детска игра, се оказва, че все още има какво да се желае по отношение на ефективното им оползотворяване. Според проучването, 82% от маркетинг мениджърите посочват, че планират да увеличат употребата на социалните канали в следващите 3-5 години. Изненадващо е, че само 26% от тях в момента следят блогове, 42% проследяват ревюта от трети страни и 48% следят потребителски ревюта и вземат под внимание тази информация при разработването на маркетинг стратегии.

Проучването на IBM очертава четири предизвикателства пред CMO - бумът на информация, социалните медии, възможностите за избор на различни канали и устройства и променящата се демография. Всички те са неразривно свързани с управлението и отсяването на информация, от една страна, и необходимостта от познаване на новите технологии и нуждите на “онлайн поколението”, от друга. Успешният маркетинг директор няма да търси решения на тези предизвикателства сам. Неговите ефективност и успех ще се измерват в способността му да комуникира и да излиза с ефективни предложения, към които принос ще имат и останалите топ мениджъри.

Повече за резултатите от проучването и коментари по темата може да видите във видеото, подготвено от IBM:

http://www.youtube.com/watch?v=LPZru8g12G4

Глобалното проучване IBM Global Chief Marketing Officer Study 2011 е първото проучване сред маркетинг директори и 15-тото поред от серията C-suite Studies, разработено от Института за бизнес стойност на IBM (Institute for Business Value). Между февруари и юни 2011 г. представители на IBM се срещнаха с 1, 734 маркетинг директори в 19 индустрии и 64 страни, за да разберат в дълбочина предизвикателствата и конкретните цели, които те си поставят. Респондентите са от голям спектър от организации, като 48 от тях са сред топ 100 марките, изброени в класацията Interbrand за 2010г.


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