Abstract
This IDC study provides essential guidance to CMOs and their executive team for
developing an online and interactive marketing strategy for their organization,
including insight into online and interactive marketing activities and best
practices from leading technology firms. Based on the results of this study of
the field marketing teams and processes of 15+ tech marketing leaders, the IDC
CMO Advisory Practice provides insight into what specific online and
interactive marketing activities currently exist in technology companies and
how technology marketers are measuring these activities. Specific case studies
are provided for Adobe, Avaya, BearingPoint, EMC, HP, IBM, and Intel.
"The new and constantly changing digital marketplace represents great
opportunity for marketing organizations and their companies; however, many tech
marketers are off to some operational false starts in this area," said Michael
Gerard, director, IDC' s CMO Advisory Practice. "Essential guidance for every
marketer to prevent being derailed by these new technologies and channels
includes consolidating online and interactive marketing efforts from a process,
infrastructure, and governance perspective within marketing without
disenfranchising other groups in the organization and incorporating online and
interactive marketing efforts as part of broader awareness-building and
demand-generation strategies as opposed to managing them as a standalone
opportunity. Marketers should not hesitate to experiment; instead they should
build it into their plan. They should also collaborate with IT and should not
abandon their more traditional marketing knowledge and experience - a ' build it
and they will come' strategy will surely lead to failure."
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