Is your marketing department close enough to your IT department?
According to research by Forrester, marketing departments working for large multinationals need to start working closer with their IT cousins in order to fulfil customer expectations of their brands online services.
Perceptions need to be broken
One of the main issues is that currently many marketing and IT departments do not work in close proximity to each other and in the case of the IT department in particular are often seen as geeks who cause more problems than they solve and moan at any problems they are asked to solve.
In the case of the IT departments view of the marketing department, this is closer to seeing a load of school children who argue over what colour to choose for the new stripe down the packaging that is due to be redesigned.
In either case the stereotypes are widely exaggerated for effect but do have some truth in their basic essence, with the main issue being communication.
Social media and technology is too important to dismiss:
With product life-cycles becoming ever shorter, and purchasing decisions being influenced in their millions on a daily basis due to being intercepted by content or news that is shared on social media networks, it is time that all businesses really started to wake up to the power of social media.
Luca Paderni who is a Forrester principal analyst states:
“The changes that technology adoption has brought to the marketing landscape are enormous. More than half of consumers in North America and Western Europe make daily use of the web and a mobile phone as well as check their social profile online,”
Perfect time for departments to collaborate:
It is now perfect time for the two departments to work closer and in the case of businesses who perhaps do not have the strength in depth of a large multi national who may have a dedicated social media arm, with the help of a social media agency smaller firms can benefit too from this approach.
Driving revenues by better insights into how people interact online with your business:
In the case of a company such as Ford who have jumped onto Google + really quickly much to many social media marketeers delight, it is prudent for many companies to collaborate with their IT departments to create campaigns that are measurable and effective using new online technologies such as blogs, microsites, video, CRM software and social networks, and creating this interactive content with continuity to enhance the user experience which leads to better conversions.
“As marketers seek to link their marketing programmes to these platforms and with other customer activity, they need the IT department to help them develop and manage the use of these new channels in conjunction with the rest of the business,”
With companies in Western Europe set to invest €14 billion in 2011 on interactive marketing to include social networking services, it has eclipsed the TV platform as the main ad based platform for businesses large and small though in this particular example is more focused on large multinationals.