{"id":661,"date":"2015-06-15T10:24:00","date_gmt":"2015-06-15T14:24:00","guid":{"rendered":"http:\/\/gregkrehbiel.com\/marketing\/?p=661"},"modified":"2015-06-15T10:24:00","modified_gmt":"2015-06-15T14:24:00","slug":"what-marketing-should-know-about-it-part-2-of-3","status":"publish","type":"post","link":"https:\/\/gregkrehbiel.com\/marketing\/2015\/06\/15\/what-marketing-should-know-about-it-part-2-of-3\/","title":{"rendered":"What marketing should know about IT, part 2 of 3"},"content":{"rendered":"<p>In <a href=\"https:\/\/gregkrehbiel.com\/marketing\/2015\/06\/08\/what-marketing-should-know-about-it-part-1-of-3\/\">Part 1<\/a> I discussed how different the marketing and IT perspectives can be, and I gave a few suggestions on how to bridge the gap. The most important, in my opinion, is that a marketing department needs a &#8220;marketing technologist.&#8221; That is, somebody who understands marketing and technology, who can bridge the gap between the two departments. <\/p>\n<p>The more marketing learns about IT, the more forthcoming IT will be with ideas and solutions. <\/p>\n<p>When marketing understands technology, the two departments can have meaningful conversations about strategies and tactics. <\/p>\n<p>The marketing technologist can&#8217;t wait for IT to come up with solutions. He needs to take the lead.<\/p>\n<p>First, he should understand how the systems work. He doesn&#8217;t need to be able to code, but he needs to know which systems do what and how. <\/p>\n<p>He also needs to understand the business objectives of the website. IT can get caught up in cool geeky projects that don&#8217;t push the business forward. <\/p>\n<p>For every type of technology the company uses, the marketing technologist needs to grasp the basic technical requirements, and the costs and time investment for various technologies and projects. <\/p>\n<p>It&#8217;s only after he has a firm grasp on those things that he can find creative solutions to new problems, and figure out if it\u2019s worth all the effort. <\/p>\n<p>It&#8217;s hard to make a comprehensive list of the things the marketing technologist needs to know (I&#8217;m sure I&#8217;ll miss a few obvious ones), but here&#8217;s a quick list to get started. <\/p>\n<ul>\n<li> How servers work (request and response, ports, DNS)\n<li> Client side vs. server side\n<li> Why templates are helpful\n<li> What a cache does\n<li> Why databases are useful\n<li> The trade off between fancy features and performance\n<li> Basics of html and style sheets, including responsive design and desktop \/ tablet \/ mobile differences.\n<li> Why html code yields different results in different browsers, including email browsers.\n<li> Database basics (esp. why you can\u2019t always change the structure later on)\n<li> Why it can be difficult to move data from one system into another.\n<li> How cookies work\n<li>\nHow web-based analytics tools work <\/p>\n<li> Basic email terms, like MX, SPF, Sender ID, Domain keys<\/ul>\n<p>The marketing technologist should make a habit of reading things that stretch his knowledge of the tech world. And when he finds something he doesn&#8217;t understand, there&#8217;s always wikipedia. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Part 1 I discussed how different the marketing and IT perspectives can be, and I gave a few suggestions on how to bridge the gap. The most important, in my opinion, is that a marketing department needs a &#8220;marketing technologist.&#8221; That is, somebody who understands marketing and technology, who can bridge the gap between &#8230;<\/p>\n<p><a href=\"https:\/\/gregkrehbiel.com\/marketing\/2015\/06\/15\/what-marketing-should-know-about-it-part-2-of-3\/\" class=\"more-link\">Continue reading &lsquo;What marketing should know about IT, part 2 of 3&rsquo; &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-661","post","type-post","status-publish","format-standard","hentry","category-publishing"],"_links":{"self":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/661","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/comments?post=661"}],"version-history":[{"count":1,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/661\/revisions"}],"predecessor-version":[{"id":662,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/661\/revisions\/662"}],"wp:attachment":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/media?parent=661"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/categories?post=661"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/tags?post=661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}