Most businesses have taken steps to enhance their digital marketing abilities, but structural issues may still get in the way, new research from Robert Half Technology and The Creative Group suggests. Forty-two percent of chief information officers (CIOs) surveyed said their company does not have the structure to support the seamless integration between marketing and information technology (IT) for digital marketing projects. Advertising and marketing executives were more optimistic, with only 24% saying the same.
When it comes to the steps companies are taking to support digital marketing efforts, encouraging greater cross-departmental collaboration was the top response among CIOs, and advertising and marketing executives.
“Digital marketing initiatives are strengthened by teams that bring together diverse backgrounds and skillsets,” said Deborah Bottineau, senior regional manager of Robert Half Technology and The Creative Group. “Successful projects are those that draw on the experience of professionals who have the ability to identify new opportunities within the digital sphere, which often requires the blending of marketing and technology departments for their unique insights.”
Bottineau added, “When skills gaps exist internally, freelance or temporary professionals can help bridge the lack of experience often inherent in new collaborative programs, and also pass on their expertise for future digital campaigns.”