HB Blog

Insights from the leadership at HB on technology and culture

CMO’s and CIO’s Find Video As An Opportunity For Collaboration

on October 15, 2014

As brands continue to evolve and become more media hub than just marketing promotion engine, companies are using video in more ways than ever before. From a method of communication such as video conferencing and unified communication to a method or brand storytelling with videos produced for Social Media and Television advertising, video is an important and growing commodity that CIO’s and CMO’s need to collaborate on for successful outcomes.

Across the spectrum of business and industry, there has been a growing healthy debate about the future role of the CIO and the CMO.

With consumer driven applications and consumerization leading the way businesses are identifying and adopting new technologies, the CMO’s role continues to grow more prevalent. From social media to cloud productivity tools, marketers are figuring out how to communicate their message with these tools that are basically up for grabs for anyone in the organization running an android or iOS device.

On the other hand the consumer movement and BYOD hasn’t been nearly as friendly to the CIO. For the longest time the CIO controlled the network and the technologies that were accessing it. From the application layer to the data layer, there was no critical business information leaving the company’s network and furthermore the CIO’s control.

So as this debate rages on, it brings more and more speculation that the future CIO may be a little more CMO and/or the future CMO a bit more CIO, but nonetheless, there is convergence and decentralization and it has made for an interesting topic.

Video As A Point Of Agreement

As brands continue to evolve and become more media hub than just marketing promotion engine, companies are using video in more ways than ever before. From a method of communication such as video conferencing and unified communication to a method or brand storytelling with videos produced for Social Media and Television advertising, video is an important and growing commodity that CIO’s and CMO’s need to collaborate on for successful outcomes.

As the CMO continues to utilize video in capacities mentioned above and as a method for live streaming and corporate communication, there is a mounting pressure on the network to perform. Often taking up dozens of times more bandwidth than other day to day network activities this means requirements for greater network capacity and higher levels of cooperation between those utilizing the network and those managing it.

Nevertheless, the proliferation of video will continue and as a byproduct force the technology suite and marketing suite to work more closely together.

The CMO and CIO Work to Make Video Work In The Enterprise

In the future video will become more and more a part of our every day professional and personal experience. From becoming the number one choice for business communication to the preferred way we consume content online, we will live and breathe video every day.

As this trend continues to dominate technology and the way brands go to market, the CIO and CMO will not be so much in contention, but in cooperation as they seek to solve the enterprises needs to effectively and efficiently leverage the power of video.