IBM study finds marketers not aligned with IT

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Armonk, N.Y.—Sixty percent of marketers said they are not aligned with the company's IT department, according to IBM's “State of Marketing 2012” report, released Thursday. The report was based on an online survey, conducted in the first quarter, of more than 360 global marketing executives. It found that 51% of respondents who identified their companies as “high-performing” said they have a good relationship with the IT department. In another key finding, while 71% of respondents said they believe integration is important across owned, earned and paid channels, only 29% were effectively integrating those different channels. When asked why, 59% said existing systems are too disparate. In integrated campaigns, only 21% said they use mobile; only 22% integrated social into those campaigns.
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