2025 will be the year of collaboration between marketing and technology leaders

Although they are part of the same executive board, information technology directors (CIOs) and chief marketing officers (CMOs) often act in isolation, playing very different roles within companies. But this distance between the two functions needs to end.

For brands to remain relevant, competitive and innovative next year, it will be essential to explore opportunities for collaboration between these areas. After all, in 2025, CIOs and CMOs will have increasingly influential voices in strategic decisions.

And there are signs that they are ready to join forces. According to one Adobe searchthe vast majority of CIOs (95%) believe that working together with CMOs improves the customer experience, while 93% say this collaboration also helps drive innovation. In fact, offering a quality experience throughout the entire journey will be a differentiator for brands.

Today, consumers expect the best of both worlds: privacy and personalization. This creates challenges, especially with the growing dependence on data and the need for greater security and transparency. But how can these two areas work together to offer remarkable and personalized experiences?

A real-time data-driven approach is a great starting point. While CIOs ensure the governance and protection of information, CMOs know how to use it to create more effective marketing campaigns.

The result? Well-founded digital strategies that offer insights deeper insights into consumer behavior and preferences. This way, CIOs and CMOs show that they not only understand their customers' needs, but that they also genuinely care about their experiences.

TRANSFORMING DATA INTO EXPERIENCES

According to a McKinsey study71% of consumers expect personalized experiences and 76% say they would change suppliers if their expectations are not met. To meet this demand, effective data analysis is crucial.

Just like customers, technology has also evolved and become more complex. Information consumption occurs across multiple channels, which has led companies to adopt omnichannel strategies.

Now, real-time data plays a key role, allowing marketing teams to quickly adjust their campaigns and messaging. When CIOs and CMOs harness the power of artificial intelligence and real-time data, they can create more fluid and effective interactions between online and offline channels, serving customers wherever they are.

As companies become increasingly dependent on data, the security and integrity of that information becomes indispensable. Customer data, especially in marketing, is sensitive and it is essential that these two areas align their strategies to ensure responsible use.

A unified data strategy is essential for balancing usability and security. Both leaders have a responsibility to ensure that they are collected and handled ethically and transparently. In addition to establishing clear guidelines for collection, storage and sharing, this strategy must include rigorous criteria for evaluating partners and suppliers.

This is especially important for power generation services. leads and content distribution. Working with partners who follow privacy regulations and transparency standards is critical. With this joint approach, CIOs and CMOs can reduce risk and protect the company from legal problems.

COLLABORATION AS KEY TO SUCCESS

In 2025, these professionals will be tasked with finding a balance between offering more personalized shopping experiences and addressing the growing concerns around privacy and data security.

It is estimated that more than 75% of companies will face at least one attack from ransomware next year, making privacy at every touchpoint a strategic necessity.

It is up to these two teams to ensure that data is collected, stored, and used responsibly and securely, as well as demanding full transparency from third-party vendors about how they process and evaluate customer information.

This collaboration not only reinforces security but also strengthens trust in the brand. And this will be a strategic differentiator capable of boosting growth in 2025 and beyond.

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ABOUT THE AUTHOR

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Keith Turco is CEO of personalized marketing (ABM) company Madison Logic. find out more

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