Research Library

Socially Awkward – The Co-evolution of Marketing and IT

As the use of digital and social media grows, marketing organizations find themselves under increasing pressure to develop new demand generation models and platforms. Historically, marketing has been dependent on IT for many of its database, email marketing and web hosting needs, but the relationship has often been awkward both culturally and strategically, with many marketing organizations preferring to use outside marketing IT consultancies where possible. Our research has shown that Enterprise IT’s relationship with marketing is significantly weaker than with other major parts of the firm such as finance, administration, supply chain and production.  Given the important marketing/IT challenges ahead, this situation must be significantly improved.


01 David Reid – Introduction

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