Technology is everywhere. It has become a fundamental part of the day to day, both for consumers and companies. In the latter, digitization has established itself as a key piece to survive the market and an issue that reaches all areas of the business and all departments. All divisions must use technology and all have to make the most of it. The area of marketing and advertising is no exception to the rule. You could almost say the opposite.
Marketing has been digitized. It has done this not only in the channels it uses to reach consumers, but also in the tools it uses to achieve it. It is increasingly dependent on algorithms, artificial intelligences, automation solutions or software tools. Combining all this with the creative work that must be done is a challenge, but it also opens the door to new points of friction and new shocks. Marketers are becoming more and more dependent on technology and therefore the IT department. But that relationship is not simple.
If you ask marketers directly about the relationship between them, the answer you get is clear. There are clashes between the marketing department and the IT department. In general, it could be said that they do not understand each other and that both would like things to be done differently.
That’s what a study by Wunderman Thompson Technology and Sitecore has just shown. 84% of marketers say they would like their IT department to understand what they need much better. In front of them, 81% of IT professionals point in the same direction, but with respect to the marketing department. Therefore, they believe that the other department is not understanding what they want from them and is not responding well.
Despite everything, marketers – who are the ones who interest us most here – also acknowledge their own faults. 71% of marketers recognize, according to the study’s findings, that their department can become a bottleneck, blocking their ability to offer consumers the customer experience they deserve.
The key to the problem
Why is this happening? The marketers here agree with the IT ones. 41% of professionals in each of the two departments point out that it is a data problem: they do not have the necessary data to be able to personalize content and user experiences.
Even those who have that data and could customize, are not achieving what they want and the way they want to execute it. 38% of those surveyed indicate that the data does not really provide what they need and 36% that they do not have a clear vision as to what they should personalize. For 32%, the content they have is impersonalizable.
And in the end, and to conclude after seeing all this data, it could be said that there is a basic problem and that this is the lack of collaboration.
In an environment in which companies must be much more holistic and in which they have to work in a way that addresses the consumer in all its facets, companies cannot afford to continue working in such a tight way. Different departments must be able to collaborate and support each other. Their activities must be complementary.
It has been seen in a special way in the case of marketing and sales. Marketers and their colleagues in the sales department need to work collaboratively, because what each other does has a direct impact on what others achieve.