81% of marketers believe that IT teams will become increasingly involved in marketing efforts over the next five years.
Along with this role, both teams expect responsibility for marketing ROI: 96% of marketers and 89% of IT leaders said IT teams should be more accountable for marketing ROI.
That’s according to a report by Lytics, a customer data platform (CDP), titled “Marketing and IT: A Strategic Partnership,” which surveyed 250 senior marketers and IT leaders.
The convergence of trends such as the degradation of third-party cookies and the rise of first-party data collection necessitated the merger of the two teams. Marketers today use proprietary data from a number of different sources, including: their website, mobile app, CRM, e-commerce platform and point-of-sale (POS) to inform their segmentation and targeting. Marketers must rely on their IT team to gain insights from data typically stored in a data warehouse and largely inaccessible to marketers. 75% of marketers surveyed said IT teams are responsible for giving them access to data for their operations, and nearly 70% of marketers said they rely on IT teams for data modeling.
“Marketing is becoming even more data-driven because it’s the foundation of almost everything they’re going to do in the future,” said Jascha Kaikas-Wolf, president of Lytics. “Marketers need to work with IT to use and protect it, and to comply with increasing government regulations.”
As marketing becomes more technology-enabled, IT teams also play an increasing role in the selection of technology vendors and products for marketing. 76% of IT teams surveyed said they help marketers select technology and SaaS vendors. Marketers said customer data platforms (73%) and artificial intelligence (66%) topped their shopping lists, followed by blockchain and smart contracts (53%). Surprisingly, less than 40% of marketers plan to adopt Unified ID (UID) technology. IT is even less set on UID, with only 22% of CIOs planning to implement it within the next five years.
While 66% of CMOs (and 67% of CIOs) plan to integrate AI into the marketing mix, many are still unsure of what role it will play in marketing. One of the priorities is orientation. A majority of marketers, 64%, said artificial intelligence will do most of the heavy lifting in the future of ad targeting. Marketers consider the automation of marketing tasks to be the main benefit of artificial intelligence, followed by increased efficiency of ad spend (40%). Only 35% of marketers intend to use artificial intelligence to create advertising materials.
The value of data in marketing depends on its availability,” Kaikos-Wolf added. “With nearly 75% of marketers planning to invest in a CDP in the next two years and nearly 60% hiring data analysts, it’s clear that marketers want ready access and will take steps to achieve it.”
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https://www.marketingtechnews.net/news/2022/sep/22/96-of-marketers-want-it-held-accountable-for-roi/ 96% of marketers want IT to be responsible for ROI