Ever hang up the phone saying “what is Marketing thinking?” or leave a meeting saying “IT just doesn’t get this”. This presentation, put on jointly by IT and Marketing, will make you feel at home whether you care more about WYSIWG or CMYK.
Sharing our lessons learned, success stories and failures, the talk will include topics that everyone can enjoy or loathe, including:
- Web Design and Launch
- Social Media
- Micro-sites
This presentation will add insight to your daily conversations with “the dark side”, from whichever perspective you share.
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IT vs Marketing - Collaboration between technology and marketing
1. IT vs Marketing
Marty Laferriere
Chief Web Officer
@marty_lul
JP Rains
Manager, Digital Strategy
@JPLaurentian
2. IT vs Marketing
• Perspective
• Organizational goals
• Services
• How to work with the other side
– Tips to formulate your requests
• Best practices and examples of congruence
4. I.T didn't get the campaign
Marketing ≠ Advertising
Source: http://bgimarketing.com/
5. There's corruption in Marketing's theory
Called Information Technology, not Data
Technology
7. The reality
Marketing and I.T should conflict
Marketing → dreamers, outreach
I.T → engineers, problem solving
Bidirectional facultative symbiosis
9. Seeing things from the other side
• Understand and appreciate what you
don't know, internal gap analysis1
10. Seeing things from the other side
• Account for past experiences, remember
what worked, not what didn't2
11. Seeing things from the other side
• Ask about priorities, there is no wrong
answer3
12. Seeing things from the other side
• Leave room for innovation, don't settle
for status quo
“Insanity: doing the same thing over and
over again and expecting different
results.” - Albert Einstein
4
13. Organizational Goals - Marketing
• Typically reporting to VP, Marketing,
Communications, Advancement
• Increase brand awareness
• Support recruitment growth
• Donor cultivation
• Align brand throughout institution
15. Organizational Goals - IT
• Typically reporting to VP, Administration or
CIO office
• Information Architecture
• Integrity, consistency
• Standards, frameworks, best practices
• Support academic and administrative
endeavors using technology
19. Collaborating with IT
• Forget the “warm fuzzies”
• Pragmatic and PM approaches
• Appreciate institutional knowledge of IT
personnel
• Relate the intangible costs of campaigns and
cloud services
• Show flexibility of branding for tech
20. Collaborating with IT
• Sometimes the answer isn't ideal, WCAG/W3C
and other standards may change the user
experience.
22. Collaborating with Marketing
• They might be afraid of you
• Present ideas early and often
• Express how you think your initiative will help, but
don’t assume results
• Let them determine the creative
• Story time: HIPPO Design
23. Collaborating with Marketing
• Stages of a project
• Create shared goals
• Respect the brand
• Ask for more stock photos
• Timing is everything
• Story time: inspired by Alan Etkin
30. Initiatives
•
Creation of a “Web functional team”, not a
“web department”
•
New role, CWO and governance structure
•
Physical proximity of team
•
Leveraging the CMO capital/operating budgets
•
Responsive Web Strategy
Observe → Align → Respond
31. Summary
Be open about your projects
• Leave room for your collaborator to innovate
• Accept that you have the same goal(s) but
different methods
• Don’t let politics get in the way
• Strike a balance, reward successes (and
acknowledge failures!)
32. Questions
• Have you seen examples of great
collaboration?
• Do you have any experiences to share?
• Other pieces of advice?
Marty Laferriere
Chief Web Officer
@marty_lul
JP Rains
Manager, Digital
Strategy @JPLaurentian
Editor's Notes
All 360 degrees of a spectrum provide a different angle. Perspective is gained when you can appreciate the an angle that isn’t native to you. To some, the photo above is simply a woman with her feet in the air. Something that may look ridiculous to you, may actually be achieving something unseen. http://wicked.pm/the-23-most-liked-photos-on-facebook/4/ http://webdesignledger.com/wp-content/uploads/2010/09/forced_perspective_5.jpg
- Narrow and misunderstood view of what marketing Actually does
- Information making sense of collections of raw data - Should be “knowledge technology” (call it I.T 2.0) - Not just a bunch of people you call when the Internet isn't working
Story time: I will reference how alan was walking around downtown and noticed multiple marketing initiatives that he would be able to measure if he knew about them.
http://www.innocentdrinks.co.uk/ Matches the needs of branding with the abilities of technology
Interactive logos allow for creative branding and technology to work together