IT impact in marketing and communications


We are currently living a time of transitions in several important areas within our society. It is a transition because the economy is changing, and there is a growing emphasis in tradable goods and local production has gained a new relevance and interest, also due to the rise of sustainability as a major issue, in all of its dimensions. Transition also due to the growing use of digital communication and sales channels that raise the challenge of rethinking established business models. And lastly, transition because the definition of the budget priorities of corporations in the marketing and communication discipline has, increasingly, a direct link to business goals. All these changes create a need to justify the investments made and to measure the impacts of the activities developed at the marketing and communication levels in relation to the business goals defined.

According to a recent Gartner study quoted in Infoworld, over 50% of the IT spent outside of the IT departments are used by marketing, in three major categories – marketing automation, social technologies and mobility and analytics for real-time business intelligence. The first and last of these categories aim to generate information that allow to better perceive consumer needs and measure impacts of activities developed. As such, the major spend categories in digital marketing for 2013, according to Gartner, will be social media, mobile applications, customer relationship management (CRM) systems, customer analytics, content management, collaboration tools and predictive analysis.


This change, that Gartner expects to increase over the next few years, will lead to a long-term change in the way communication and marketing are managed. Content and messages will be increasingly customized to specific audiences, in which the timing and communication channel defined for it will take an increasing importance. This change will lead to a radical change in the way marketing and communication are perceived in the organizations, through the broad availability of ever-more effective ways to measure impact, giving marketeers and management teams information on the efficacy and acceptance of their messages by consumers. The link thus created between the marketing and communication initiatives developed and the business results expected, will contribute to an easier evaluation of the quality of the investments made, basically to assess the return on investment of Marketing and Communication.