We’ve all been there, when someone says “have you talked to IT?” The eyes roll and the sigh and the tense shoulders. As marketers, especially in newspapers and magazines, we like to be agile and nimble and move quickly. Often, IT is seen as a mysterious place where everything is denied or seems to take centuries and they always seem to start every conversation with “did you plug it in first?” It doesn’t have to be that way and there’s some old reasons marketing needs to foster a strong working relationship with the IT folks.
Security & Data Breaches:The IT team likely spends a fair bit of time keeping data thieves, hackers and other nefarious types out of the corporate networks. It’s a thankless and never ending job. Part of this is protecting the data the company has because a breach can damage a brand reputation and cost a company millions in lost revenue, thus adding more to the workload of IT and marketing. When it comes to news media and magazines, the threat is heightened as we’ve increasingly witnessed foreign actors, both state and non-state sponsored, attempt to influence news media.
In democratic nations, the threat to news media and almost any publisher with a strong digital presence, is heightened during election cycles.
Onboarding Will Be Easier: Many a MarTech solution today uses the pitch line “hey, you don’t even need IT.” Which, for some services is true. But it’s good to talk to the IT folks anyway. A good IT department will have an open-door approach and truly want to help you. They can make sure there’s no security breaches and apply some business analyst help or project management resources if you don’t have a PMO unit in your company. If API’s play a role in the app to be integrated with another, it’s likely the IT folks you’ll need at some point.
Risk Mitigation:Aside from data breaches and security and on boarding, an IT team can help assess a software and the vendor with agreement reviews and evaluating the code and validity of the vendor. They can also help with the contract terms and conditions to identify issues, for example, with the SLA (Service Level Agreement.)
We know there are challenges with an IT department, but they can be a great resource. It does mean that they too should also be responsive and open, but that’s another post. Fostering a closer working relationship is key and our next post will offer some tactics that we’ve helped clients successfully deploy.

About the Author webconomist

Giles is a globally experience marketing communications practitioner with over 20 years experience in the technology sector. He's brought a number of innovative technology products and services to market around the world. His work as a digital anthropologist is now over a decade of digital research understanding how consumers use technology. Giles is regularly interviewed by news media on digital topics. Currently he is managing partner of Ekspansiv, a consulting firm focusing on MarTech, SalesTech and Marketing Operations (MarOps). He's on the organising committee for the Atlantic Big Data Congress and co-founder/creator of the Ice Awards for creative in advertising. Giles has worked in senior management in both public and private companies and has been involved with 4 startups; three successful and one failed.

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