Marketing and IT Sitting in the Tree

This post is part of a series – 14 Business and Technology Trends to Look for in 2014


Just like the old playground song, “First comes love, then comes marriage…,” Marketing and IT will be bound together like never before in 2014.

Marketing and IT didn’t have much reason to collaborate in the past, but that has changed. Much of marketing is now digital, from real-time listening and analysis of social networks to sophisticated data analytics that show how to acquire the best new customers and measure the effectiveness of marketing campaigns instantaneously.

Consider the new customer journey – traveling from awareness of a product to purchase. This journey now likely includes many online and offline touch points including mobile apps, websites, call centers, brick and mortar stores, online reviews and social media communication. All touch points need to be collected and analyzed to truly guide a consumer towards purchase. This includes the collaboration of a number of back-office and front-office systems (websites, CRM systems, mobile apps, etc.).

Fully understanding and, more importantly, influencing customer buying behavior requires a successful digital strategy spanning both marketing and IT. Marketing needs to evolve to incorporate skills that have typically been more IT-oriented (project management, technology selection, etc.). At the same time, IT needs to work hand-in-hand with marketing to streamline processes and data to provide better customer service and internal insight. Just look at the example below, which highlights the shift taking place in the CMO’s job duties and skills.

Fry_Marketing and IT visual

(Click image above to enlarge)

What are the implications? Organizational collaboration models for joint IT and marketing efforts are nascent. Collecting and analyzing the data from an ever-increasing number of digital touch points a customer will experience with a company is daunting, which makes it even more important that IT and marketing work together. It will be messy for the next few years as organizations try and figure out the best operating and technology models to execute an effective online digital strategy. Companies that figure this out first will have a big advantage in customer acquisition and retention. Not only that, but their marketing and IT departments can enjoy a happy (and likely successful) marriage.


Misty Fry_v2Misty Fry is Centric’s Marketing Manager. She leads all of Centric’s national marketing communication initiatives. Misty manages all aspects of the marketing process including strategy development and execution, website content management, multi-channel marketing, brand management, content development, event support and social media strategy. Contact Misty to learn more


Other Business and Technology Trends of 2014:

  1. Beginnings of a Gigantic Innovation Cycle 
  2. IT Shops Will Leverage Their Knowledge of Legos® to Build Enterprise Systems
  3. The Growth of DIY Healthcare
  4. Data is the New Currency – Mining for Gold in the Internet of Things 
  5. The Emergence of the Professional DIY Data Scientist 
  6. Cloud Breaks Out of Infrastructure Groups and Into Strategic Imperatives
  7. Financial Companies Prepare to Advise Multi-Generational Homes
  8. The Re-Emerging Importance of Tech Careers
  9. Responsive Web Design Falls Victim to the Hype Cycle 
  10. Data Scientist Sightings Will (Mostly) Be Proven a Hoax
  11. Non-Techies Grasp the Cloud
  12. Info Synthesis and Collaboration Create a Recipe for 2014 Breakthroughs
  13. Sensors Invade – Big Data Goes Mainstream