IBM has recently published the results of their State of Marketing Survey, which supports the expansion of marketing’s role through the alignment of marketing and technology leaders.
Are there any surprises in this report?
Not really IBM has created a survey which re-enforces their and other marketing technology vendor’s belief that marketers, need to embrace and utilise technology to deliver value to their organisations, justification for IBM (and other marketing technology companies) to sell their marketing technology solutions.
Is this correct? Yes, technology does offer marketers the opportunity to manage and measure their performance in ways which help them demonstrate their value to the business.
However, looking at the sections and survey questions in more detail, the question of how relevant is this survey in today’s marketing world……
4P’s – the survey looks at the 4P’s – Products/services, Price, Place and Promotion – marketers have been talking about the 7P’s for almost 10 years – where are People, Process and Physical Evidence and their observation is that “Marketing is more than PROMOTION”, we have known this for a long time – how is this new?
Integration is a must to deliver on digitals promise – the survey asks a few questions around channel effectiveness reporting and the big takeaway in this section is whether email is integrated or not – my question is how many companies see email as the primary digital chanenl today or in the near future?
Emerging Silos – mobile and social – why are these described as silos? Social breaks down silos within organisations and provides the ability to facilitate conversation across and between customers and other stakeholder groups including, employees across all functions, investors, business partners, suppliers and non-purchasing advocates.
The Cross-Channel imperative – we learn that marketers are looking at multiple channels – what is not clear is if this is all channels online and offline, or is this only online channels, what is clear is that when talking about integrated and personalised campaigns IBM’s focus is on data and technology, however they need to recognise that not all marketing will be targeted message based technology.
Integration is more important than ever – when IBM look at integration – they look at integrating technology and data platforms – what they don’t look at is Integrating the Voice of the Customer into the future of an organisation.
What do we learn from the survey?
IBM still see the 4P’s as the core of marketing. There are 7PS and have been for a number of years.
IBM recognises silos in business but not the need for them to be broken down and the role social tools plays in this – which is surprising as this is how IBM advocates they operate internally.
IBM views their technology platforms as the way to improve targeted, personalised messaging, while collecting data to deliver reports back to the business to demonstrate ROI.
IBM view the success of marketers aligned with the use of technology and being aligned to CIO’s.
IBM may have technology but may not have the right customer vision – look for partners who can help you adapt, innovate and grow…
Business is changing and technology is only one component of this, companies who put technology at the heart of transformation will lose – companies who put customers and conversation at the heart of their business will outgrow hierarchical siloed businesses.
Is this really a reflection of Marketing in May 2012?
Possibly in large hierarchical businesses but it is a true reflection of the transformation taking place in business – I dont believe so – business is moving away from siloed teams in hierarchical businesses and this is not relfected in this survey….where is social business? where is Sandy Carter’s view in this report?