Digitisation and online business has changed the relationship between marketing and IT.
"We don't believe in digital marketing; we believe in marketing in a digital world," said Martin Coady, MD of technology at digital marketing agency VML.
This sentiment was echoed by many of the speakers at Nedbank's Digital Edge Live event in Midrand last week. They unpacked how the marketing and tech departments should communicate in the digital world.
"This disconnect comes from the fact that IT departments have traditionally spent all their time, money and effort on keeping the lights on, working to maintain what already exists," said Fred Braumhardt, CTO and director of product sales at Microsoft SA. "In contrast, the marketing department is always trying to find new things." As the delivery time on projects declines, it becomes more and more important for IT and the marketing team to work hand-in-hand, he added.
"From a technology point of view, there is a massive opportunity to drive marketing. There are already brands that are using technology to drive marketing and to promote innovative engagement," said Pete Case, CEO of digital agency Gloo.
"Technology is driving business and bringing efficiencies to business. All departments need to get excited about technology and the possibilities of tech," Case added. He also encouraged all people in the business to get involved in marketing, stressing that marketing is no longer just the responsibility of the marketing department.
According to Chris Gotz, creative director at Ogilvy Cape Town, when people look back at this time in history, they will see that we are experiencing a digital revolution, much like any other historical revolution. He noted that this means businesses need to rethink how they used to do things and to adapt, or they run the risk of being left behind.
While we seem to know that IT and marketing have to work together, we just aren't doing so, concluded Heidi Brauer, group head of marketing at Hollard.
Share