IT And Marketing: How Digital Media's Changing The Relationship - InformationWeek
IoT
IoT
Healthcare // Analytics
News
3/30/2011
05:25 PM
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%
RELATED EVENTS
Ransomware: Latest Developments & How to Defend Against Them
Nov 01, 2017
Ransomware is one of the fastest growing types of malware, and new breeds that escalate quickly ar ...Read More>>

IT And Marketing: How Digital Media's Changing The Relationship

The pressure is on to show measurable results from campaigns. That should make IT and marketing teams closer partners than they are.

Modern marketers don't make emotional decisions in the kinds of boozy, smoke-filled rooms seen on Mad Men. They want some statistical assurances before they spend one red cent, for which they're relying on technology tools and expertise.

Here's the latest formula: Add social, mobile, Web, and email to conventional marketing channels, including print and broadcast advertising, billboards, telemarketing, and direct-mail campaigns. Target and test desired segments, like most-profitable customers. Measure results across all channels. Spend accordingly.

That's a gross simplification, and the basic approach isn't new. Marketers have been targeting, testing, and measuring direct mail and telemarketing for decades, and online advertising and email campaigns for a dozen years.

But there are new channels. Social networks, for example, have introduced direct customer interaction, and they're making it easier to measure broadcast campaigns. Agencies and advertisers, for example, now routinely monitor YouTube and Hulu activity to see which ads are most popular and which moments within those ads are being replayed. They also monitor Facebook and Twitter to get a sense of positive and negative sentiments. And the latest smartphones add the dimension of location awareness to Web and email advertising.

The thing that has changed most in recent years is that marketers want a more comprehensive, cross-channel examination of campaign results, and they expect more detailed analyses. It's now all about the data, so there are good employment prospects for IT pros who know how to manage and analyze that data. Some of the biggest IT vendors see this opportunity, and are snapping up marketing software specialists.

The bad news is that marketers are still frustrated by gaps in measurability across channels. And while they're trying to fill those gaps by buying software to manage and analyze advertising efforts, marketing execs don't necessarily trust their own IT departments to implement it.

It's high time for IT pros to be working more closely with their marketing colleagues to understand marketing's needs and goals. If IT can't deliver the requisite data management and analytic modeling, the work will end up moving to the marketing team or to a third-party service provider.

2011 Global CIO Report

Become an InformationWeek Analytics subscriber and get our full report "IT Must Create: 2011 Global CIO"

Get exclusive research and analysis on CIO priorities, including driving IT-led product innovation.
Get This And All Our Reports


Previous
1 of 8
Next
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Video
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll