数据的主导地位以及它在现代市场营销实践中的重要性导致了数字营销领域对IT专业人才需求的激增。那么，这两大领域是否因此将会合并呢？那么深谙数字营销的人是否具备要真的具备IT方面的技能呢？让我来为大家揭晓。
 

The dominance of data and its importance to modern marketing practices has led to a massive increase in demand for IT professionals in the digital marketing space. With this in mind, are the two sectors destined to merge?

Analysts, data scientists and automation experts are bringing IT into the digital marketing space. Marketing directors and managers are finding speed to market of any new systems or digital strategies being vastly improved by having IT professionals as part of the marketing department. Their practical experience and logical mind-sets are also assets, particularly with regard to implementing automated digital marketing strategies and analysing customer data more effectively.

另一方面，前端开发人员正在承受着越来越大的直接压力，竭尽脑汁提高用户体验和对应用程序和网站进行优化——使其变得更加直观和具有视觉冲击力，而IT力量的加入也使压力有所缓解。

The benefits are not only enjoyed by marketing however, as front-end developers are increasingly being directly pressured to prioritise user experience and optimise apps and websites to be both intuitive and visually engaging.

瀚纳仕IT总监James Milligan表示：“在营销领域，数据科学家、SEO专家和前端开发人员都已经出现了供不应求的情况，对移动优化和社会整合的需求特别推动了对前端开发人员的需求。网站、应用程序和社交网页都是企业的数字‘橱窗’。它们必须富有吸引力、直观、响应变化，并不断对SEO进行审查。在这一方面，营销和IT专业人员的紧密合作可以加快投放市场的速度，获得更高的SEO排名并带来更有效的最终产品。”

Director of Hays IT, James Milligan, notes, “Demand is outstripping supply for data scientists, SEO experts and front-end developers to work within the marketing space. The need for mobile optimisation and social integration has evolved the front-end developer role in particular. Websites, apps and social pages are digital ‘shop-windows’ for businesses. They need to be attractive, intuitive, reactive to change and constantly reviewed for SEO. Marketing and IT professionals working closely together in this regard can greatly increase speed to market, gain higher SEO ranking and deliver more effective final products.”

The advantages of involving IT in digital marketing processes are clear, however, as the scope of both IT and digital marketing expands, professionals in one department are being pressured to undertake tasks traditionally assigned to the other. Without an overseeing project manager, this can result in mistakes and inefficiency, and even duplicated or conflicting work in large organisations.

尽管两大领域之间有明确的沟通连接，但在转化过程中可能还是会损失一些细节。大部分营销人员都曾遇到IT项目对他们自己的项目造成阻碍或干扰的情况，反之亦是如此。

Despite clear links of communication between the two areas, details can be lost in translation. Most marketers have experiences of IT projects impeding or disrupting their own, and the same is true vice-versa.

对共同承担职责的专业人士需要进行密切管理，并相互理解。正如瀚纳仕营销和数字执行总监Clare Kemsley所说：“营销负责人了解技术是任何有效数字营销计划的关键驱动因素。它可以提升客户体验，提高参与度并带来增值。但在IT和数字营销的职能划分上有些模糊——特别是在数据使用和分析方面。”

Professionals sharing responsibilities need to be managed closely, with mutual understanding, as Clare Kemsley, Managing Director of Hays Marketing & Digital, explores, “Marketing leaders understand that technology is a key enabler for any effective digital marketing programme. It enhances customer experience, raises engagement and adds value to the customer journey. However, there is a perceived blurring of the functions of IT and digital marketing – particularly in regards to data use and analysis.

“设立CMT（首席营销技术专家）、数据科学家和分类数据经理等职位可能会导致它们在组织内部职能的混乱。任何涉及IT需求的数字营销职位都需要在企业内部进行明确定义和了解。IT负责人必须与营销人员紧密合作，了解客户的互动过程，而营销人员也必须进一步了解IT的挑战和重要性。”

“The creation of digital roles such as CMT (Chief Marketing Technologist), data scientists and group data managers can lead to confusion about where their functions sit within an organisation. The scope of any digital marketing roles involving IT needs to be defined and clearly understood within the business. IT leaders must work closely with marketers to understand the client journey, and marketers need to take more care to understand the challenges and importance of IT.”

By further uniting IT and digital marketing, projects could be coordinated, budgets better managed and resources more appropriately used. With the digital space the dominant platform for marketing, it seems increasingly likely that marketing and IT will begin to share even more responsibilities, blurring the line between the two departments further still.

转载请注明出处。