There is a thin line between marketing and technology which resulted in the birth of Simboti Tech. Why do we call ourselves marketing technologist? Marketing is increasingly about designing and delivering customer experiences, and software is the digital clay we use to sculpt them This not a common term in South Africa but we believe this is the future
Of course, marketing and IT should work together. Marketing must adhere to IT governance as much as it does financial governance. Security, regulatory requirements, business continuity, integration with the rest of a companys IT systems, etc., are all important facets of good technology management. Marketing cannot be a rogue state.
But if marketing doesnt really understand technology and IT doesnt really understand marketing then their collaboration can all too easily look like this: Marketing asks for faster horses. IT gives them faster horses. The automobile passes both of them by.
Other things being equal,IT will seek to minimize costs and risks in technology purchases. Thats a valuable perspective but its not the only one that matters. Customer experience matters. Marketing performance matters. And the software that is the cheapest or easiest to buy may not be the most effective for marketings purpose. Read More