IT vs Marketing - Collaboration between technology and marketing
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Ever hang up the phone saying “what is Marketing thinking?” or leave a meeting saying “IT just doesn’t get this”. This presentation, put on jointly by IT and Marketing, will make you feel at home whether you care more about WYSIWG or CMYK. Sharing our lessons learned, success stories and failures, the talk will include topics that everyone can enjoy or loathe, including: - Web Design and Launch - Social Media - Micro-sites This presentation will add insight to your daily conversations with “the dark side”, from whichever perspective you share.
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IT vs Marketing - Collaboration between technology and marketing
- 1. IT vs Marketing Marty Laferriere Chief Web Officer @marty_lul JP Rains Manager, Digital Strategy @JPLaurentian
- 2. IT vs Marketing • Perspective • Organizational goals • Services • How to work with the other side – Tips to formulate your requests • Best practices and examples of congruence
- 3. PERSPECTIVE
- 4. I.T didn't get the campaign Marketing ≠ Advertising Source: http://bgimarketing.com/
- 5. There's corruption in Marketing's theory Called Information Technology, not Data Technology
- 7. The reality Marketing and I.T should conflict Marketing → dreamers, outreach I.T → engineers, problem solving Bidirectional facultative symbiosis
- 9. Seeing things from the other side • Understand and appreciate what you don't know, internal gap analysis1
- 10. Seeing things from the other side • Account for past experiences, remember what worked, not what didn't2
- 11. Seeing things from the other side • Ask about priorities, there is no wrong answer3
- 12. Seeing things from the other side • Leave room for innovation, don't settle for status quo “Insanity: doing the same thing over and over again and expecting different results.” - Albert Einstein 4
- 13. Organizational Goals - Marketing • Typically reporting to VP, Marketing, Communications, Advancement • Increase brand awareness • Support recruitment growth • Donor cultivation • Align brand throughout institution
- 15. Organizational Goals - IT • Typically reporting to VP, Administration or CIO office • Information Architecture • Integrity, consistency • Standards, frameworks, best practices • Support academic and administrative endeavors using technology
- 16. Services IT • Infrastructure • Communication and collab tools • Data management • Service delivery Marketing • Recruitment • Publications • Pitch Books • Advertising • Photos & Videos
- 17. Equation for success If you remember your math... M U IT = {x : x Є M or x Є IT} = A union of all skillsets, not an intersection AGENT OF CHANGE.
- 19. Collaborating with IT • Forget the “warm fuzzies” • Pragmatic and PM approaches • Appreciate institutional knowledge of IT personnel • Relate the intangible costs of campaigns and cloud services • Show flexibility of branding for tech
- 20. Collaborating with IT • Sometimes the answer isn't ideal, WCAG/W3C and other standards may change the user experience.
- 21. Story time: International recruitment IPv6, website visibility and foreign market SEO
- 22. Collaborating with Marketing • They might be afraid of you • Present ideas early and often • Express how you think your initiative will help, but don’t assume results • Let them determine the creative • Story time: HIPPO Design
- 23. Collaborating with Marketing • Stages of a project • Create shared goals • Respect the brand • Ask for more stock photos • Timing is everything • Story time: inspired by Alan Etkin
- 24. Who is doing it right?
- 29. Who else is doing it right? Laurentian?
- 30. Initiatives • Creation of a “Web functional team”, not a “web department” • New role, CWO and governance structure • Physical proximity of team • Leveraging the CMO capital/operating budgets • Responsive Web Strategy Observe → Align → Respond
- 31. Summary Be open about your projects • Leave room for your collaborator to innovate • Accept that you have the same goal(s) but different methods • Don’t let politics get in the way • Strike a balance, reward successes (and acknowledge failures!)
- 32. Questions • Have you seen examples of great collaboration? • Do you have any experiences to share? • Other pieces of advice? Marty Laferriere Chief Web Officer @marty_lul JP Rains Manager, Digital Strategy @JPLaurentian
Notas del editor
- All 360 degrees of a spectrum provide a different angle. Perspective is gained when you can appreciate the an angle that isn’t native to you. To some, the photo above is simply a woman with her feet in the air. Something that may look ridiculous to you, may actually be achieving something unseen. http://wicked.pm/the-23-most-liked-photos-on-facebook/4/ http://webdesignledger.com/wp-content/uploads/2010/09/forced_perspective_5.jpg
- - Narrow and misunderstood view of what marketing Actually does
- - Information making sense of collections of raw data - Should be “knowledge technology” (call it I.T 2.0) - Not just a bunch of people you call when the Internet isn't working
- http://blog.archwayqsr.com/wp-content/uploads/2011/01/iStock_000012639763Small.jpg
- - Marketing creates problems (good!) - I.T finds solutions to finite problems
- - Identical except for color, not one better than the other - Alternation between victory and defeat - And they're shaking hands !
- - Realize you aren’t the expert, acknowledge it
- - Realize you aren’t the expert, acknowledge it
- - Realize you aren’t the expert, acknowledge it
- - Realize you aren’t the expert, acknowledge it
- http://blog.archwayqsr.com/wp-content/uploads/2011/01/iStock_000012639763Small.jpg
- Story time: I will reference how alan was walking around downtown and noticed multiple marketing initiatives that he would be able to measure if he knew about them.
- http://www.innocentdrinks.co.uk/ Matches the needs of branding with the abilities of technology
- Interactive logos allow for creative branding and technology to work together