Technology is increasingly playing greater role in business functions especially the marketing aspects. To deal with such wholesale changes, the role of the CIO has been elevated to strategy level. Business consulting giant PwC has conducted a market study with the aim to understand the usage of technology to actual revenue generation. It concluded that maximum new functions created under this domain were part of content strategy followed by digital transformation and then mobile based platforms. Indeed majority of marketers polled have affirmatively answered that social media and customer experiences were linked with each other and are essential parameters of business plans. The greater degree of coordination between CMOs and CIOs is now essential.

Source: http://www.emarketer.com/article.aspx?R=1013715&RewroteTitle=1