DATABASES & CRM
Databases are the unquestionable intersection of data and technology. The gold for many companies rests within their database of customer data, prospect data, and customer interactions. Who is responsible for researching database options, database creation (translation, coding), selection of database purchase if a customer relationship management system (such as, SalesForce) is an option, upgrades for the database, and data entry? There are countless skill sets necessary to accomplish all of these actions ranging from budgeting, coding, customer analysis, etc. The answer is that both technology and marketing departments must be involved.
SOCIAL MEDIA, WEBSITES & EMAIL MARKETING
Who is responsible for website design? While techs would argue that they own the coding responsibility for web design and maintenance, it is the responsibility of the marketing department to create promotional campaigns and track their effectiveness. For consistency, the marketing team needs to own all branding and outreach campaigns, and the website is only one tool in the marketing tool box. However, most marketers are not web coders nor do they wish to be – so the two teams must work together. Another tool within the marketing tool box is email marketing. Most techs believe that anything that involves the Internet and emails should be funneled through the IT department. And then, of course, there’s social media. Depending on a business’s product or service, the social media sites of Twitter, Facebook, YouTube, LinkedIn, and Flickr can be used to generate publicity. But, they can also cause harm. There is constant debate within many companies as to which department owns the sites and the responsibility to update their content.
NETWORK SECURITY & PRIVACY
Most companies have virus protection and other methods to protect their networks from harm, but do IT departments communicate with users? How many IT departments send email reminders about changing passwords regularly? What about communications to remind users to create different passwords for different purposes, e.g., a network password, an email password, etc.? What about explaining the need for a consistent company “voice” when participating on social media sites, e.g., Facebook company page, Twitter company page, and LinkedIn company page? Who is best suited to teach employees about network security and privacy concerns in a language that they will understand, and more importantly, follow? While not the ideal answer for information security professionals, the answer would have to be the marketing professionals because they are the most qualified to communicate and promote – those are their skills.
How have you seen the lines of marketing and technology overlap in your business?