Ten Effective Principles for IT and Marketing

By Dennis McCafferty  |  Posted 05-05-2015 Email

As long-term strategies continue to bring tech and marketing departments together, the combined efforts often focus on visitor clicks or Twitter followings as ways to measure success. But how often do tech and marketing take a step back from a project and ask, "Does it work?" in delivering upon meaningful, business-driving goals? The recent book, Does It Work? 10 Principles for Delivering True Business Value in Digital Marketing (McGraw-Hill), examines the roles of IT and marketing professionals to identify ways in which their diverse skills can complement each other in a highly productive, integrated manner. Authors Shane Atchison and Jason Burby's 10 principles represent ideological pillars for this partnership that can keep participants focused on outcomes that really matter-including increased revenues, but also greatly enhanced and personalized customer experiences. The following 10 principles are adapted from the book. Atchison is Global CEO of POSSIBLE, a business consultancy specializing in strategic planning, e-commerce tech, analytics, social strategies, content and user experience development. Burby is president of the Americas region for POSSIBLE.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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