That empowered digital consumers are forcing changes in marketing’s relationship with technology has become a truism. But how is the relationship between marketing and IT evolving? Check out the findings of our Economist Intelligence Unit report.

1. Marketing and technology
Meeting the challenge
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle

2. Push and pull: Marketing claims technology
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
50% of marketing executives
say their department relies
more on technology than
others within the company
but only 26% of IT
executives would agree

3. What technologies are changing how marketing works?
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
0 10 20 30 40 50 60 70
Cloud computing
Software as service
Digital marketing
Big Data
E-commerce
Social media
Mobile
42%
42%
36%
33%
33%
61%
50%

4. Marketers expect a power shift in technology
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
How will technology decision-making affecting marketing change in 2-3 years?
No change
My unit will have slightly more influence
My unit will have significantly more influence
IT will have slightly more influence
IT will have significantly more influence
0% 10% 20% 30% 40%
31%
23%
11%
3%
31%

5. Marketers believe they can handle the tech load
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
How confident are you of your unit’s
ability to manage technology?
Very confident
Somewhat confident
Neutral
Somewhat
unconfident
39%
36%
22%

6. Most marketers trust IT
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
“The IT department is able to provide my
business unit with the technology it needs”
Strongly agree
Agree
Disagree
Strongly disagree
44%
26%
18%
12%

7. The way forward
Source: Sales, marketing and technology: Tackling the digital challenge.
EIU survey of 272 executives; sponsored by Oracle
.
0 20 40 60
Giving responsibility for technology back to
the IT department
Hiring people with technology experience in
non-specialist roles
Devising a departmental technology strategy
Staff training
Improving collaboration with IT
44%
42%
28%
19%
Which of the following would help your business manage technology better?
53%

8. To download the full report, “Sales,
marketing and technology: Tackling
the digital challenge” go to
http://bit.ly/1tWfRNi
Check out more insights, research and viewpoints from marketing
leaders and The Economist Group’s experts on Lean back.
Want more? Check out www.economistgroup.com/leanback
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