Marketers today are driven more by data than by gut feelings. Technologists, meanwhile, are getting more involved in marketing, observers said, partly to help make their enterprises money instead of just costing money.
So the lines between CMOs and CIOs continue to blur, and some companies are scrambling to define or redefine the roles for each. They’re even creating new titles like chief digital officer, a hybrid of sorts that oversees things like social media, mobile and other strategies.
Changes in customer habits are driving the trend, as individuals and corporations increasingly start and finish their buying journeys online. As marketers have followed suit, so has their technology spending, which Gartner Inc. analysts expect to surpass even IT’s technology spending by 2017.