Magazine article Marketing

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Magazine article Marketing

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Article excerpt

With companies implementing analytical and database software systems to deliver CRM solutions, there is a battle on to find people who not only understand marketing, but also the IT systems being employed.

Marketing and IT departments can have different agendas. While IT looks at the back-end technical delivery side, where there is the need to use information, marketing people look at the client-facing side.

But IT has such an important role in database marketing, especially with the influence of e-commerce on the direct marketing industry, that both skill sets are often needed to meet a client's objectives.

Technology is moving forward so fast that no one person can be informed of all the commercial implications, but in an ideal world, we all need to be marketing-IT hybrids. This can only come from training. The key is to develop an individual's skill in marketing with an understanding of what the IT systems they are using can ultimately deliver. …

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