For many years, the relationship of The information technology and Marketing department was unclear because the marketer needed to understand the customer better, and this required investment and the use of a large amount of technology.
Now is the time for this dispute to end and both parties work together to develop a business that is always evolving, although the marketing department is tasked to provide a more important interaction between the companies and their customers concerned, but the truth is that they still orient themselves to the current problem and solutions.
Recently, at the Digital Marketing Conference of Gartner, which provided the opportunity to interact with many marketers, CIOs and industry analysts, one of the statistics presented in the analyst presentation was that one third of today's marketing budget is spent on technology, yet of this 33%, 28% of the marketing technology budget is usually allocated to operations, which is a significant percentage.
And here you will wonder why today's marketers spend so much on enabling technology for their department and the reason is simple : they have no other alternative !! To be successful in today's modern marketing environment, you will need to have great technology at your disposal.
Technology is currently the cornerstone of the marketing department because it is important to improve the relationship between the brand and the consumer, and there are two main components of marketing techniques :
Component one registration system
In order to aggregate profiles at the individual customer level, this will require marketing investment in a variety of ways to collect consumer information, and this includes marketing, sales, and customer service initiatives.
The second main component is more complex
Because in order to take and use customer information, a marketer today needs a large number of point solutions to execute on marketing efforts as marketers are constantly chasing the best product, this means that the Stack continues to grow to suit the needs of departments.
This is all in order to get the most out of this information it takes to integrate these different data points, this way marketers can understand how they perform with customers at the micro level.
If only it were that easy and today's latest tools could bring this data together, that's why many marketers today rely on impractical solutions like cramming as much data as possible into spreadsheets. Imagine how much it takes to collect data points manually in Microsoft Excel complex.
That's why currently and more often than ever, today's marketers and it needs to work together, yes a world in which the marketing department has been integrated with the broader technology group of the company, and to achieve this it will require the participation of both it and marketing leaders.
In addition, those tasks that fill the information technology and marketing gap must show results, and extensive knowledge is very necessary in this area, so if you want a successful business it is necessary to have a joint collaboration between marketing and it clearly and accurately.
