I recently read an annual report from the IT department of a major semiconductor manufacturer. At 30 pages long with a lot of 9-point font, it’s an impressive document—full of information about missions, values, strategies, objectives, organizations, projects, service levels, costs and impact. But what is the value of this tome in a world where the success of communication often hangs on the phrasing of an e-mail subject line?
CIOs have entered the marketing game today, seeking to increase customer loyalty and secure funding. In addition to annual reports, brochures and newsletters, CIOs have marketed IT by showcasing IT awards, publicizing service-level metrics, branding projects, conducting town hall user meetings, publishing a catalog of services and reviewing business unit performance (according to a May 2004 survey by CIO).
Yet marketing veterans caution that these approaches can backfire—particularly in organizations where IT’s credibility is already low. Mass-marketing pitches tend to fall …