How is mobility changing the role of marketing?

Marketing departments are starting to help other areas of business, using their wealth of data to build better, deeper customer relationships.

The role of marketing has grown beyond what it was to enhance other areas of the business. We're seeing this because...

of the amount of information that marketing can access to help understand customer behaviors and expectations and to help the other parts of the organization understand that and act accordingly.

We all know that smartphones and tablets are being used more and more and everything that's done on these mobile devices leaves a digital footprint. Companies can use that information -- ideally to benefit their customers and prospects and not just themselves. They can take that information and marry it to CRM and ERP systems to get a much better handle on what the customer needs at the right time. That provides so many opportunities to build longer, better relationships with customers that are fact-based. That's what we hope is going on here.

Because of the growing influence of mobile data, the role of marketing is starting to expand to help other areas like sales, product development and even human resources. It's about being able to build a business with customer engagement and customer knowledge at the center. Marketing is able to provide a lot of information to help make products and services that are more in line with what customers are looking for, to help salespeople connect with customers in a more successful way, and to help HR find the right kinds of employees, who will in turn build better customer relationships.

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