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IT and marketing: an overview of the interaction of departments to implement the marketing strategy
IT and marketing form a single system that helps businesses grow and develop. Already, more resources are being spent on technology than on traditional promotional tools. Digital solutions come first in the consumer-company relationship, and marketers are responsible for the choice of software. Specialists evaluate this or that software and decide which one will achieve the desired results. However, choosing the right innovative product does not mean that the company will be able to achieve success. It is also important to know how to use software, to clearly formulate a goal, to understand what task the business is facing.
Trends in the market demonstrate the importance of personalization, which implies learning your audience and finding an approach to it. And an excellent solution for this is Internet marketing, which is based on IT innovations. The volume of investment in IT solutions is increasing exponentially, investment in marketing technology for the year grew by 61%. Demand contributes to a variety of products, of which there are a huge number on the market. Popular solutions are systems for automating data exchange and integration, software for interaction in social networks, contextual promotion, and other purposes. Thanks to the development of software, it is possible to choose a variant that can solve the problem of a specific task, taking into account its specificity and the peculiarities of the market.
To be successful, you need the involvement of various specialists, and first and foremost, close cooperation between marketing and IT managers. In this case, without their cooperation, the use of such technologies would be useless. An important point in this case is to build the right structure, where the IT department will be responsible for ensuring the correct operation of the program and maintenance of its functionality, and marketing will be able to properly apply the results.
In order to improve the efficiency of innovation, a number of companies introduce a separate position – director of marketing technologies. His task is to ensure a holistic structure of the use of software through the organization of the interaction between the two departments. This manager helps marketers to implement their strategy, makes sure that the right goals are set, which will help the business to grow and develop. In addition, the director is looking for new tools for work, studying their feasibility for each particular case.
It should be noted that large-scale automation does not equal company success. In this case, it is important to choose those marketing technologies and solutions that will solve certain problems. There is no universal software that a business can use to increase revenues. Here you need to be ready to build a complex structure consisting of different software and a whole set of tools. Finding the right technology can take time, but with the right choice, the result will offset all the costs.