Many are unaware of the existence of information technology jobs available in marketing that support the key business functions of selling products, services and ideas. Advancements in information technology (IT) have changed the way that companies conduct their business operations and the way that they communicate with their customers. For example, traditional marketing strategies for many businesses included collecting primary and secondary market data through surveys and purchase transactions, analyzing data and creating marketing campaigns that communicate the value of their goods or services to prospects. IT tools and computing platforms make these marketing activities more accurate and efficient; they also help to expand the market in which businesses operate. Here are some specific jobs that perform IT functions within the marketing discipline.
Marketing Information Systems Manager
Marketing information systems are used to methodically collect, store, analyze and publish data analysis results for decision makers and to give interested stakeholders a better understanding of market issues. Marketing experts describe these systems as more than just networked computers; human resources, equipment and methodologies working in concert are needed to make these marketing information systems effective. Marketing information systems managers help design the computer systems, processes and procedures for gathering and storing marketing related data; these marketing computer systems are often compatible with commercial analytical software like Statistical Package for the Social Sciences, databases and spreadsheets. These managers also oversee the activities of marketing analysts from various marketing divisions who convert the collected data into useful information for market research, pricing, product development, advertising and sales teams.
Market Intelligence Analyst
Marketing intelligence analysts create market intelligence methods and research plans used to gather data that give business leaders insight into customer needs, market trends, and even competitor strengths and weaknesses. These analysts help define data sets used for analysis based on company requirements, and the selected data for analysis are from in-house and external sources. Marketing intelligence analysts are usually experts at using data analytics tools like Google Analytics to spot where website visitors have gone and the items of interest to them.
Market Research Data Analyst
Market research data analysts usually have a background in computer science or mathematics at the senior levels, because of the degree of quantitative skills needed for the position, according to US News and World Report. These data analysts take the processed data from marketing intelligence analysts or other sources depending on their projects’ requirements and determine changes in consumer needs and attitudes toward certain products. Clarifying target market needs is a key result of their analysis.
Internet Marketing Manager
Nearly all businesses have a website, and Internet marketing managers fully exploit this tool to communicate information about the value of products, services and brands. These marketing managers utilize data and information from market research analysts to create viable marketing strategies that primarily use computing systems. The market research data collected also allows internet marketing managers to identify the correct mix of communication channels to use when spreading their message to a targeted audience. While traditional marketing communication channels include cold calls and snail mail, web-based communication channels consist of value added content creation, search engine optimization and social media networking.
Related Resource: Become a Top Marketing Executive
Conclusion
Improvements to traditional communication channels and the creation of new ones are some of the key advantages for marketing professionals operating in the Digital Age. Also, collection and analysis of marketing data contributes to accurate strategic decision-making by a variety of stakeholders. These advancements within the discipline made information technology jobs available in marketing possible.
