Marketing and IT

The rise of connected and smart devices is improving our lives now that we have access, at our fingertips, to more sophisticated ways to communicate and inform ourselves. Connected consumers are mobile and extremely selective. They seek value and utility in every interaction and willingly share information once they find it. The connected and smart devices they use, from the simplest to the most futuristic, already generate huge volumes of data, vectors of immense potential added value for businesses and customers alike.

Also, the improvement of customer experiences does not involve both individual operations and journeys with multiple relays and physical and digital contact points. Providing a smooth, reliable, and consistent experience across all devices and channels not only attracts users who can easily compare different options, it also helps to build long-term, enduring relationships with customers. In the age of Internet-connected devices, the management of diverse data volumes, which are rapidly pouring into digital marketplaces, is now one of the major challenges facing IT teams. The IoT also poses new challenges for IT back-office functions, particularly in terms of security and privacy.

The imperative need to know his customers … but how?

businesswoman and plan business strategy

A recent study reveals that French people spend an average of more than three hours a day on the Internet via a connected device (Source: We Are Social). While it may be advantageous for brands to have a permanently connected audience, but many are struggling to understand the business of their customers and decrypt their identity online. But in our era, where personalization is more a necessity than a simple advantage, brands must absolutely have a clear vision of the data and the identity of the customers, to better retain them and gain their confidence. But who can return this responsibility to a company today?

While technology can be helpful in solving this problem, it is critical that a company’s marketing director and CIO strive to understand each other’s needs. Marketers are masters of creativity and persuasion. The IT department works tirelessly to protect all systems so that they remain operational and available. But the IT team needs marketers to tell them what the important data is, while marketers rely on the expertise of the IT department to ensure that the data is collected and stored securely.

The new challenges of today’s CIO

Today’s ISD has nothing to do with the mainframe software development manager in the 1970s and 1980s, nor with the expert on installing and configuring distributed servers in the 90s There are only ten years, the CIO still kind devoted his time almost to the IT infrastructure, aspects of governance of access and data security, and other operational concerns. But now that we have moved into the customer age, IT organizations are increasingly turning to cloud services for both software and data, to provide a better user experience while preserving their resources. Now on the front of the stage, the CIO faces a multitude of new challenges.

Why do marketing managers need data?

The goal of a marketing campaign is to send the right message to the right person at the right time. It is in the customer experience that is now playing competition so it has become imperative to aim just to continue. Marketers are working to collect primary data, encouraging their customers and prospects to identify by social login and the selection of their communication preferences. This primary data is also a source of useful information that marketers need to develop more complex and effective strategies. Because they originate from consenting customers, primary data is accurate, unlike third-party data, and they comply with consumer privacy laws, fostering a relationship of trust between the company and consumers. the customer who exchange value seamlessly.

This is why decision makers in companies, such as marketing managers, are demanding new technologies to maintain transparent, secure and profitable relationships with their customers and prospects through the marketing, sales and marketing channels. on duty. By deploying these types of technologies, which take precedence over unmanageable customer information spreadsheets, the IT team will be better able to help the marketing department obtain the accurate and delivered customer information. These technologies, such as customer identity management systems, organize customer data to structure it into clearly defined identities. Marketers can then use it to create personalized and engaging user experiences,

Relevance and technology: the winning combination

The relevance of communication actions can make the difference between a casual buyer and a loyal customer who renews his purchases. Sometimes it is better to refrain from communicating than to multiply impersonal and irrelevant messages. Marketing professionals must look after this aspect of campaigns and systematically refine the relevance and personalization of their communication operations to avoid the risk of being considered undesirable or simply ignored. However, it can be mission impossible, including for the most talented marketers, if the IT department of the company does not make the effort to collect and manage the data as it should.

The key to success is recognizing the true value of consumer data and deploying the right technologies to manage it. Once IT staff understand what data is relevant to marketers to better understand consumers, then they can make it accessible. This data will then be used to connect with existing and potential customers and establish win-win relationships. Effective collaboration between the marketing director and the CIO can enable the company or brand to securely obtain and store valuable data, build clear customer identities, and increase customer loyalty in a customer relationship. trust.