digital technology

Why Marketing Needs Closer Ties to IT

While many teams within your organization contribute to your success, one that cannot be overlooked or understated is the relationship with your IT group. As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools.

In the past, marketing teams might have developed their own tools and databases or bought hardware and software without considering whether they had the know-how to maintain the systems — perhaps because IT was seen as a roadblock or didn’t move as fast as marketing thought they should.

At SAS, we’ve learned to embrace the IT team as our partner. Redefining our relationship in terms of accountability to each other was crucial. IT needs to rely on the business to define a direction and establish clear objectives. Marketing needs to rely on IT for technology, integration, and implementation expertise. The care and feeding of the data, the reliability of systems, and an eye toward futures.

Like any relationship worth having, you both have to invest time and effort and communicate to make it work. IT has to understand your marketing needs to know what questions to ask when capturing the most important data. This relationship can’t be neglected, because as customers change and your marketing changes, engagement channels and data explode.

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The State of Digital Media, in 5 Charts

T is the season of reports in the digital content industry. With Mary Meeker’s “2016 Internet Trends” report, PageFair’s annual ad-blocking report, IAB’s quarterly revenue update, and Pew Research’s “State of the News Media” all coming out within the span of a few weeks, there has been a flood of information about the current state of the media, advertising, and marketing industries.

You probably don’t have time to read them all. Luckily, you have us. I already summed up the major takeaways from Mary Meeker’s internet trends report here, and I’ll quickly sum up the PageFair and IAB revenue updates in one sentence: Ad blocking is accelerating and going mobile, and digital ad revenue is growing quickly but it’s all going to Facebook and Google.

Pew Research’s “State of the News Media” report, however, is a bit more nuanced, mainly because it pulls from a large variety of sources (including Nielsen, comScore, eMarketer, SEC filings, and its own research). Here are the five major takeaways from the 17-page report.

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The Top 30 innovations that changed the world

According to the University of Pennsylvania, these are the top 30 innovations of the past 30 years. These innovations span all disciplines and have shifted the world, and propelled it forward.

The verdict is in: the Internet and PCs are the most transformative innovations seen in the last 30 years

Earlier this year, a panel of academicians from the University of Pennsylvania’s Wharton School collectively came up with a list of what they felt were the top 30 innovations of the last 30 years.

The Wharton judges first had to define what innovation means in an age dominated by digital technology, medical advancements and mobile communications. Another qualification was the problem-solving value of the innovations. The innovations were selected based on how they impact quality of life, fulfill a compelling need, solve a problem, exhibit a “wow” factor, change the way business is conducted, increase efficiency, spark new innovations and create a new industry.
  1. Internet, broadband, WWW (browser and html)
  2. PC/laptop computers
  3. Mobile phones
  4. E-mail
  5. DNA testing and sequencing/Human genome mapping
  6. Magnetic Resonance Imaging (MRI)
  7. Microprocessors
  8. Fiber optics
  9. Office software (spreadsheets, word processors)
  10. Non-invasive laser/robotic surgery (laparoscopy)
  11. Open source software and services (e.g., Linux, Wikipedia)
  12. Light emitting diodes
  13. Liquid crystal display (LCD)
  14. GPS systems
  15. Online shopping/ecommerce/auctions (e.g., eBay)

Click here to browse the full list.

Image credit: Paul Foreman