Overcoming the IT and Marketing Divide

Historically, the IT and marketing departments have had a troubled relationship. For marketers to better understand the customer, it has become necessary to use and invest in a substantial amount of technology. Marketing and IT need to collaborate to grow today’s cutting-edge businesses.

The success of marketing cannot happen in isolation, it is therefore beneficial for marketing to be well integrated into aspects of the business. The reason being, marketing is responsible for the brand in its entirety, and every interaction with a company and its products and services is an opportunity for the customer to experience the brand.

Findings indicate that most agencies and personnel have very limited or no understanding of clients’ internal software or systems. As an agency, Black Snow’s unique selling point is in our expertise in technology and how this function applies to marketing.

Due to a lack of understanding of these environments and internal processes, marketing and sales efforts could be hindered.

As a result of the digital marketplace, it has become imperative that every company be some kind of technology company. In other words, IT departments are shifting away from protecting their core technology infrastructure to collaborating across the enterprise to drive business results.

It comes as no surprise that the world has embraced the online realm and, most recently due to the COVID-19 pandemic, has been compelled to move online in an effort to mitigate the spread of the virus. COVID-19 hastened the digitisation of work and life around us. Simply meaning that more and more customers are online, utilising technology to go about their daily lives, showing that businesses must follow suit.

An effective marketing strategy requires cross-departmental collaboration. To be successful in today’s modern marketing environment, practitioners need access to the right technology. Today, technology is an integral part of a marketing department. This is because marketing officers are under increasing pressure to analyse consumer behaviours and understand their influences to improve the relationship between the brand and the consumer.

Marketing executives are tasked with making smarter use of technology to enhance customer loyalty, drive client growth, and increase customer satisfaction. As a result, companies are increasingly using IT to run their web and data-based marketing efforts, like behavioural targeting and geo-tracking. According to CMO Council research, more than a third of CMOs believe that digital marketing will account for 75% or more of their overall marketing spending within the next five years. All kinds of advertising, from search engine ads to website optimization to building mobile applications and tools to customize web experiences – projects that require more expertise.

In an era when CMOs spend more on technology than CIOs, delivering high-quality customer service requires the combined efforts of both teams. Marketing may understand how to connect with consumers, but IT has the technical know-how to do so efficiently. The importance and value each team brings to the table could be better understood if both business functions meet in the middle.

Let’s discuss how our team of experts can help you achieve your business marketing objectives by integrating technology, internal client processes, and marketing: Book a meeting here