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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David Moschella
Research Fellow
David Moschella, based in the United States, is a Research Fellow for Leading Edge Forum.  David's focus is on industry disruptions, machine intelligence and related business model strategies.  David was previously Global Research Director of the programme. David’s key areas of expertise include globalization, industry restructuring, disruptive technologies, and the co-evolution of business and IT.  He is the author of multiple research reports, including Disrupting the Professions through Machine Learning and Digital Trust, 2016 Study Tour Report: Applying Machine Intelligence, There is Now a Formula for Machine Intelligence Innovation,  Embracing 'the Matrix' and the Machine Intelligence Era and The Myths and Realities of Digital Disruption. An author and columnist, David’s second book, Customer-Driven IT, How Users Are Shaping Technology Industry Growth, was published in 2003 by Harvard Business School Press.  The book predicted the shift from a supplier-driven to today’s customer-led IT environment.  His 1997 book, Waves of Power, assessed global competition within the IT supplier community.  He has written some 200 columns for Computerworld, the IT Industry’s leading publication on Enterprise IT, and has presented at countless industry events all around the world. David previously spent 15 years with International Data Corporation, where he was IDC’s main spokesperson on global IT industry trends and was responsible for its worldwide technology, industry and market forecasts.