As the world of business has been increasingly dominated by the tech-driven necessity of ongoing connectivity between clients and owners, the importance of establishing close bonds between internal bodies has also become more prevalent. While in the past businesses could work with different departments, such as marketing and communications, acting as separate entities, nowadays this multi-tiered system has converged to the point where collaboration is necessary in order to ensure success. Algo Communications Products Ltd. has long stood at the forefront in terms of developments in business and technology, and have witnessed this change firsthand through the experiences of our clients. This emphasis on connectivity is also something that has been carried forwards into the customer experience, as consumers are now able to access unfathomable options through digital means. What do these changes really mean though? Well, to put things simply, they point towards establishing a business model that is client focused, but simultaneously stressing the importance of internal communications, particularly between CIOs and CMOs.
The reason why there is an emphasis on heightened collaboration between these two roles is due to the fact that marketing and communication mediums have become interspersed to the point that they are now inseparable. Today, CMOs must determine marketing strategies that also align with current technological trends, aiming to produce compelling content that is also analytically tailored to reach customers fixated on screens (potentially) hundreds of miles away. This is where the CIO steps in, as their tech savvy is essential for any marketing strategy seeking to become successful with a wide audience. While there are many ways that these two once-divided entities can strategize in order to produce positive outcomes, for the sake of our reader’s time (and ours) we have put together just three:
- Infrastructure Is Key: Marketing teams and their managers are BUSY They often have to be able analyze customer data, communicate between one another, and also produce content as quickly and efficiently as possible in order to match demanding deadlines and trends. Because of this, the CIO and their respective tech teams must work closely with the other group, acting to reduce bandwidth times, promote cyber security, and ensure ease of communication. These things all require significant infrastructure maintenance and the use of proper tools, things which an experienced IT team should be able to put to good use.
- One Has To Understand The Other: Traditionally, CMOs have been obsessed with the external, whereas the CIOs have exclusively dealt with the internal. These preconceptions are no longer useful for any organization that wishes to thrive. Now, CIOs must understand how the customer experience is shaped by technology, and work with their marketing partners in a fashion that colludes to this. As we have stated many times, how the client views a company within a very short time frame ultimately determines whether or not they will become a returning customer. On the other end of things, it is the CMOs duty to ensure that the IT team is well versed on the back-end of mediums such as Snapchat, WhatsApp, and Twitter, as platforms such as these are what truly drive marketing campaigns forwards in this world of hyper-connectivity. By one assessing the role of the other, therefore striving to integrate it within previously established frameworks, these two entities will form a relationship that provokes positive responses from clients and co-workers alike.
- Speed Is More Important Than Ever: With so many digital platforms out there, customers are able to skip between mediums at an unprecedented pace, toggling between web chats, apps, and social media within a blink of an eye. Because of this, CIOs and CMOs must work closely in order to move quickly, and therefore remain competitive. While marketing teams have to be able to move instantaneously so as to test new campaigns and solutions, so much CIOs be able to adapt to an ever shifting landscape of digital support. Once again, collaboration is key as CMOs have to establish some form of control over the pace of these alterations, while CIOs offer them the technological flexibility needed to achieve this. By working together, they can hope to eliminate the unnecessary time needed as one team develops an application while the other plans a unrelated marketing strategy, a issue that has bogged down many enterprises of the years.
Technological convergence has caused a great upheaval in how we understand customer interactions and their overall experience. The importance of establishing a firm rapport between marketing and communications teams is more vital than ever, as CIOs and CMOs need to focus and collaborate on strategies that were previously impossible due to dated technologies. There exist a multitude of ways that these groups can work together so as to promote a business, but unfortunately, this blog can only cover a few. If you have any questions, or wish to find a way to upgrade your tech in a way that drives the competitiveness of your company, then feel free to give us a call or visit our website!
