In the digital marketing mix, email has long been the leader in terms of revenue. It s also the top preferred channel by which customers wish to receive information from brands: 72% of of adults prefer it if brands contact them using email versus any other channel.
The line between marketing and information technology departments continues to blur, as marketing solutions today rely on high-tech tools to reach their channels. Whereas the CMOs and CIOs of the past had highly segmented duties that only brought them together at the executive leadership table, today's CMO is predicted to spend more on IT than the CIO by 2017, according to Gartner.
