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The Relationship Between Marketing And IT For Business To Succeed

It’s no secret that technology has had a profound impact on marketing. The digital age has allowed businesses to reach new heights with their marketing efforts. Technology has made marketing more effective and made it more efficient.

However, the relationship between marketing and IT is often misunderstood and thought of as two separate departments. 

Marketing is seen as the “creative” side of the business, while IT is seen as the “technical” side. This dichotomy can often lead to tension between the two departments and cost your business valuable profits.

This article will uncover why the relationship between marketing and IT is essential for future business success. We will also explore how you can future-proof your business by harnessing the power of both marketing and IT. Read on!

The problem: IT fails marketing

IT is the backbone of any company, but its relationship with marketing is often strained. 

At Digitlab, a full-service digital marketing company, we found that 78% of IT professionals believe they work collaboratively with marketing teams. The truth is, only a mere 58% of marketing professionals agree that’s the case.

More alarmingly, only 29% of marketing departments have access to customer data in real-time, while a third of all marketing teams don’t have access to any customer data.

IT is used to provide data that can help marketers make critical decisions. However, suppose marketing does not have a good understanding of how IT works. 

In that case, they will not be able to use the data effectively. 

Additionally, if IT does not understand the goals of marketing, they may not be able to provide the correct information or set up systems in a way that is helpful for marketing.

Marketing and IT: The birth of martech

Luckily, it’s not all doom and gloom. When technology and marketing work together, they can achieve fantastic results. 

Martech, or marketing technology, combines software and hardware to automate and measure marketing tasks and workflows.

Simply put, martech is the marriage of marketing and IT, intending to integrate the two departments to work together more effectively.

Martech has the potential to solve many of the problems that have plagued marketing and IT for years. 

For instance, it can help ensure that both departments use and share data effectively. Additionally, it can help create more user-friendly and efficient systems for both marketing and IT teams.

The benefits of martech in action

When used correctly, martech can provide your business with a wide range of benefits, including:

Analytics and data

Your business needs the correct data to target the right audience with the right message. Martech can help you collect and track this data and analyze it so that you can make better marketing decisions.

You can also create more personalized marketing campaigns with the correct data, which are more likely to convert.


Martech can help you move faster and be more agile in your marketing. Being agile is a must in an ever-changing, fast-paced, and highly competitive world. 

With the right tools, you can automate tasks to focus on other business areas, save time and effort, and free up critical resources.

You can also use martech to test different marketing strategies quickly and efficiently to find what works best for your business.

Martech helps you follow top marketing trends and quickly capitalize on new developments. This means that you can stay ahead of your competition and better serve your customers.

Brand loyalty

Brand loyalty is essential for any business. Martech can help you create a more consistent brand experience so that your customers remain loyal to your business.

You can create automated marketing campaigns tailored to each customer with the right tools. This will ensure that your customers always have a positive experience with your brand.

Using omnichannel and multichannel marketing, you can reach your customers where they are and provide them with a consistent experience. Through technology, marketing teams can tell authentic brand stories that resonate with customers.

Improve the customer journey

The customer journey is not just about acquiring new customers. It’s also about keeping the ones you have and turning them into loyal advocates for your business.

Martech can help you improve the customer journey so that your customers have a positive experience with your brand at every touchpoint.

Using martech, you can track customer behaviour and interactions. This data can help you identify areas where the customer journey can be improved.

The better the journey, the more likely your customers will stick around and continue doing business with you. This ultimately results in more leads, conversions, sales, and profits.

Future-proof your business with martech

When used correctly, martech will not just provide you with the above benefits. It will also give you a competitive edge and help you stay ahead of the curve.

As a business owner who has an extra-tight schedule, you might not have time to learn about and implement martech. Luckily, at Digitlab, we have a team of experts who can help you with our martech solutions.

We will help you choose the right tools, implement them correctly, and train your teams on how to use them. This way, you can focus on running your business while we take care of the martech for you.

When you use the latest IT and marketing solutions, your business will be robust and prosper. Contact us today and let the Digitlab experts help you succeed.


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