Relationship between DSI and Marketing … still a little effort ISD

CIOs and marketing they have the ability to support their mutual integration in digital marketing projects? If marketers are convinced, CIOs are still far from being on the same wavelength fingerprint.

Clearly, CIOs and marketers are still far from advancing in the same direction! In a US study by Robert Half Technology and The Creative Group, marketers 3 of 4 (73%) expressed support for the integration of the two businesses in the digital marketing projects.

But when interviewed CIOs, they are no more than 2 (54%) wish to support this integration. The fall is spectacular, since DSI supporters support struggling to overcome the majority. While marketers seem committed to doing their own work, we expected better next DSI …

The unwillingness of the ISD?

What causes this shift? The study reveals that if marketers 7 in 10 (68%) declare themselves willing to encourage their teams to work more closely with IT teams, the figure drops to less than one in two (47%) when it comes for the DSI to initiate the same request of its teams to benefit from a collaboration ave marketing. Marketers therefore reveal more likely to favor a collaborative digital marketing strategy.

However, be careful not to stigmatize the attitude of too fast ISD. For when the parties are questioned about their willingness to encourage their talents with technical skills and marketing to focus on digital strategy, they are no more than 46% of marketers and 44% of CIOs to play the game! As a result, nearly 1 out of 2 marketer said to appeal to digital marketing agencies, against only 34% of ISD.

Strengthening corporate culture

Are the French marketers more committed than their American counterparts? It is not certain, because unlike the latter, they are often distant from the decision-making, and forced to follow the policy imposed by the corporate. In particular IT marketers that evolve mainly in American business.

For others, they are subject to such constraints – budget priority, but also understanding of the technologies – that despite all the good will work together is difficult.