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    Home > News > Digital Marketing – Improving Relationships With The IT Department

9^th Jan 2012 | Author: James Knight

Digital Marketing – Improving Relationships With The IT Department

The goals of a company’s digital marketing and IT departments are usually different, and may sometimes result in frequent disagreements. The first step towards solving these problems is to recognise your differences, and see things from the other party’s angle. Below are some tips to help staff from these departments to get along, and achieve their respective goals:

1. Have regular conversations: Alliances are not forged through emails. While digital marketing documents provide the reader with tons of information that can be easily referred to in future, they is no substitute for human-to-human conversations. Regular dialogues help share understandings, and build relationships and trust. Hence, do not be afraid to share your ideas and problems with staff from the other department.

2. Get tough if you have to: Most of the major digital marketing brands are consolidating their marketing activities to a single marketing platform, to improve efficiency. This platform is usually controlled by the IT department. In most cases, the IT department makes choices from amongst the ‘best of breed’ vendors based on strong IT factors, with an unclear idea of what the digital marketing department requires. Here it is vital for digital marketing professionals to ensure that IT hears about what platforms are needed, and chooses suitable vendors.

3. Include the other department in your roadmaps: Both the IT and digital marketing departments often develop plans that have no mention of the role to be played by the other department. A great departmental plan is one which ties the responsibilities of the two together, along with budgets and external drivers, into a comprehensive long-term programme for achieving goals. As roadmaps are simply an outline and do not include everything you’ll require, ensure that everybody understands what it will include, so that there is no confusion later.

4. Organise joint innovation programmes: Nothing will improve the relationship of the digital marketing and IT departments more than setting aside a portion of both budgets to run an experiment in collaboration with each other. While the IT folks try out cool tech stuff, the digital marketing staff can look for new ways to attract their targeted audience. You can bring in new vendors, try new digital marketing platforms (like Foursquare), or have a discussion. With some ice-breaking efforts, and maybe a few drinks, you will be able to build a strong partnership, and make your job easier.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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