By nickjohnson - July 24th, 2013
Rachel Hall from Honda has written a very interesting critique of the current drive towards data-driven marketing, over at the DMA Blog.
We’ll have all heard the Gartner statistic by now - “By 2017, the CMO will spend more on IT than the CIO”. Many ‘thought leaders’ use this as evidence of a need for marketers to invest heavily in big data, social media analytics and other IT-based marketing solutions.
And yet in our own findings, this primacy of big data within marketing departments is an illusion. As I write here, big data is far further down the corporate marketing priority list than customer-centricity, multi-channel and measurement.
Hall goes further, and suggests a path for the informed marketer to follow when deciding whether IT and technology is the answer to your marketing problems:
1) Know your problem: Because it might not be solved by a new IT solution.
2) Have a roadmap: Basically, plan ahead. Don’t buy an IT solution that won’t scale with your brand
3) Is your organisation ready?: There’s no point driving towards new IT solutions if you don’t have internal capacity or interest in using them
4) Off the shelf doesn’t mean one size fits all: Make sure you build a bespoke solution. What matters to you doesn’t match up with what matters to others.