Bridging the Gap Between IT and Marketing

Jun 4, 2013 | Communication, Creativity, Leadership, Marketing, PayProMedia, Productivity, Traditional Marketing, Web Development

A Team Putting a Puzzle Together

Today’s marketing strategies utilize both traditional and new tactics in the exploding world of digital advertising. The relationships between IT (information technology) and marketing departments are more important than ever.

In web development, responsive design and various programming languages (like CSS, HTML, and PHP) offer lots of options. Social media, such as Facebook, Twitter, and YouTube, provide new platforms as well.  Plus, search engine optimization tactics (such as crawlable link structures, keyword use, keyword abuse, and meta tags) and content management present even more possibilities.

As a developer, my duty is to complete any request from our marketing professionals, who receive the requests directly from our clients. This can cause strained interactions and relationships between the professionals who work interdepartmentally if clear communication is not established. This issue isn’t new to this line of work—it is often attributed to dedicated workers submersed in their duties, whether in IT or marketing. Many issues can arise.
Here are a few examples of communication that can cause tension between these departments:

Things IT says to marketing:

  • That’s unrealistic. We can’t do it.
  • This is too many changes—it’s impossible with our current resources.
  • Where are we going with this?  What’s the point?
  • You (marketers) don’t understand our technology.

Things marketing says to IT:

  • You’re not design-focused.
  • You’re too slow. Why can’t you work faster?
  • This is too expensive. Is that how much it really costs?
  • You don’t understand—we’re trying to build our brand.

I don’t want anyone to lose hope.  IT and marketing professionals can get along. The truth is: we get along well when we take the time to learn from each other. Luckily, I am writing this blog post from information I gathered, not my own personal experience. My experience working with the 212 Media Studios team has been a great example of how to bridge the gap between IT and marketing.

By talking to people outside of my department, I learn what our marketers are trying to accomplish for the clients. In turn, they see what I am trying to accomplish. We also learn the terminology and goals of the departments we work closely with, making communication much easier. Communication is key for just about every relationship, personal as well as professional.

Another way to bridge the gap is by playing together. No, I don’t mean going out to the parking lot to play Double Dutch.  Instead, create a digital sandbox, if you will—an inclusive (rather than exclusive) environment for both departments.  For example, marketing professionals could explore digital technologies (e.g. website development) to identify the limitations that might otherwise cause miscommunication or confusion.

These two strategies can prevent misguided information, which might otherwise make coworkers unhappy.  Bridging the gap can break down barriers, remove conflicts, and align team members. An “us vs. them” mentality should never be adopted between IT and marketing. Instead, work together for the greater good.

Enrique Marrufo
Back-End Developer
Learn more about Enrique!

About 212 Media Studios

212 Media Studios is a full service marketing agency, based in Warsaw, IN. Providing services such as SEO, social media management, print marketing, branding, and videography, 212 Media Studios specializes in helping businesses of all sizes catapult their marketing and brand awareness to the next level. To learn more about 212 Media Studios’ services visit our services page or contact us with special requests or for more information.

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