Traditionally, when a brand decides to pursue mobile app development, the process begins with a CIO and/or an IT department. However, this way of thinking is quickly becoming outdated. A mobile app is now a key component of the digital customer experience. In fact, according to Computer Weekly, digital marketing took up an additional 8 percent of the average company’s IT budget. This signifies an increased need for collaboration among CMOs, CIOs and, if applicable, CTOs.
A CMO has countless ways to benefit from mobile app development. Marketing departments are consistently looking for the best ways to engage with the customer, especially on a digital level. Mobile apps provide valuable analytics, customer engagement initiatives and more. According to a recent IBM study, 88 percent of CEOs want to move their brands closer to their customers. In the digital age, this equates to more touch points and opportunities to connect with the customer, such as a mobile app. Furthermore, the growth of digital means that the customer experience ultimately lies in the hands of the IT department, so collaboration among CMOs and CIOs is more critical than ever.
In order for a collaborative mobile app development strategy to be successful, there are a few hurdles to overcome. According to CMSWire, when departments within a company work independently of one another, it’s natural for them to develop their own language. There’s a bit of a learning curve for CMOs when trying to understand programming languages and other back-end systems. Likewise, when working in isolation, an IT department may not understand or be aware of overall business objectives and the features required for the app. One way to approach this is to take a Mobile Center of Excellence (MCoE) approach. An MCoE is a method that encourages collaboration across multiple departments and stakeholders within a company. MCoEs can allow for greater control of back-end integration without interfering with the mobile strategy of the CMO.
The need for better user experiences also depends on increased collaboration. According to Forbes, it’s predicted that design will become the new big data in 2017. Most brands already have an abundance of data analytics and an increasing understanding of how to incorporate them into business decisions. However, as new digital marketing channels emerge, such as mobile apps, VR and rich media, so too does the need for exceptionally creative visual content that differentiates a brand from its competition. Thus, reinforcing the need for collaboration between marketing and technology.
