Mobile demands more of chief marketing officers

07/1/2013 | Mobile Marketer

Two-thirds of chief marketing officers say they don't have a firm grasp of the mobile user experience, according to an IBM study. This may be a function of the new skill sets required to take full advantage of the customer analytics and personalization available through mobile. "This large potpourri of mobile marketing tactics places immense pressure on CMOs and marketers to have an immense range of knowledge, expertise and strategy," said Jay Henderson, global strategy program director at IBM Smarter Commerce.

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