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    Home > News > Digital Marketing – Solving IT Issues With A Bit Of Respect

23^th Jan 2012 | Author: James Knight

Digital Marketing – Solving IT Issues With A Bit Of Respect

A major problem experienced by digital marketing professionals is unnecessary conflicts with the IT department. The main solution for resolving such conflicts is better communication. Working in partnership with the IT department can solve two major problems:

• Technical snags: Sometimes, the digital marketing department may often take up a project, which would have been better handled by the technology department. This usually happens in projects related to social media or smartphone technologies. As the digital marketing department may not have the technical skills to pull of such a project efficiently, it may sometimes face problems, especially with regard to scaling and security.

In such cases, staff from the IT department may have to come in and fix things, which may further exacerbate relations. Worse still, employees from the digital marketing department may spend valuable time trying to fix things themselves, instead of concentrating on keeping customers engaged.

• Information overload: The second problem is the over-use of tools for analysing the performance of a digital marketing strategy. Sometimes, a digital marketing professional may rely too much on their analytics tools, discounting insight, thinking and empathy. This may result in action with a lot of commotion, and very little progress. The missing ingredient here is human-to-human connection, which digital marketing professionals need to feel for their customers. This connection is forged when a marketer reads past the digital marketing data into customers’ lives, and tailors their online marketing campaigns, accordingly.

The main issue here is an overload of information. This is where a partnership with the technology department will help. All that marketers need to do is inform IT about marketing goals and KPI’s, so that the techies can fine tune the analytics system, in a fitting manner. Digital marketing professionals can then spend the saved time doing important tasks, like adjusting campaigns to achieve KPIs.

Lastly, after conducting a survey of technology department staff, we realised that IT guys did not dislike the marketing guys, as much as office lore would have us believe. They were simply looking for a bit of respect. In fact, they were really pleased when they were consulted for web technology analysis, rather than being summoned only in crisis situations.

The lesson to be learnt here is that the two departments (marketing and IT) can accomplish more for customer relevance by working together, than either can achieve by working independently.

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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