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A new survey by IBM of the marketing industry finds that chief marketing officers (CMO) and chief information officers (CIO) must join forces in order to connect with today's consumer across new channels including mobile devices and social networks. 60 percent of marketers point to their lack of alignment with the company's IT department as the biggest obstacle to reaching today's consumers.
One key new finding of the survey shows that with mobile marketing working well, marketers are now preparing to go beyond coupons and deliver mobile advertising that reaches customers on their smart phone and tablets. According to the study, 34 percent of respondents stated that in less than 12 months they intend to deliver mobile ads, the highest rate of new marketing tactic adoption in the five-year history of the study. Overall, 46 percent of respondents are currently using mobile web sites followed by 45 percent mobile applications, up from 40 percent and 44 percent respectively since last year.
While the mobile channel is thriving, marketers lack this same clear consensus on how to best utilize social media which will result in ongoing experimentation with these channels.