Collaboration between CMOs and CIOs can drive business growth

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 05, 2022, 10:27 AM GMT+0

According to an Adobe Study, 95% of Chief Information Officers (CIOs) say working with Chief Marketing Officers (CMOs) improves customer experiences.

A growing need for data sharing in marketing and a fast-moving regulatory environment are putting CMOs and CIOs at the centre of business growth and privacy. This article explores how marketing and IT teams can work together to find new levers for business growth. 

When the CMO and CIO collaborate, they can remove barriers to the consumer’s experience with the brand and make marketers’ lives easier. One of the ways they can do this is by adopting automated solutions like value-based bidding.  

Another advantage of having marketers collaborate with the IT department is the ability to create consumer experiences by accessing cloud or customer data platforms. While accessing first-party data can improve customer experiences and campaign performance, companies should also prioritise customer privacy. 

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