We never thought we’d see something cool about Marketing in The Atlantic Monthly, a well-respected, intellectual magazine that pre-dates the American Civil War. Usually they deeply delve into issues affecting United States society, business, and politics. But in their online version, there’s some great content sponsored by IBM that we liked.
Unlike infographics that are long and therefore make you scroll and scroll and scroll and scroll, IBM’s fits “above the fold” of your computer screen and is easy to read and follow:
You can see from the chart on the left that technology platforms are used by a majority of executives in some main areas – Customer Relations, Digital Marketing, and Customer Analytics. Mobile Marketing is lagging and understandably so. We are only just beginning to leverage that power, but it’s already making healthy progress.
The skills gap that Marketing has between its needs and abilities is critical – some firms will “get it” and either train their Marketers or hire ones that have better Systems Analysis, Linguistics, and Number-Crunching skills rather than the traditional creative and event management skills that many Marketers have depended on for their career. But Marketing will get there and clearly the winners will be the ones who establish processes, implement the right technologies to facilitate those processes, and move data within their organization to those that need it when they need it.
Thanks, IBM, for making an actual “grown-up” infographic without cutesy “robots” that tells an important message!