{"id":24833,"date":"2023-06-01T12:25:23","date_gmt":"2023-06-01T12:25:23","guid":{"rendered":"https:\/\/www.trbo.com\/?p=24833"},"modified":"2023-06-01T12:30:29","modified_gmt":"2023-06-01T12:30:29","slug":"reasons-why-marketeers-should-claim-it-resources","status":"publish","type":"post","link":"https:\/\/www.trbo.com\/de\/blog\/reasons-why-marketeers-should-claim-it-resources\/","title":{"rendered":"Sollten Website-Marketeers IT Ressourcen beanspruchen m\u00fcssen?"},"content":{"rendered":"<p>Es ist schon lange kein Geheimnis mehr, dass Marketeers zur gezielten Ansprache ihrer Zielgruppe Datenpunkte aus unterschiedlichen Ressourcen miteinander kombinieren m\u00fcssen. Da liegt es nahe, dass die Zusammenarbeit zwischen IT und Marketing unabdingbar ist. In der Praxis sieht das jedoch oft ganz anders aus. Wir erkl\u00e4ren euch Gr\u00fcnde f\u00fcr die Beanspruchung von IT Ressourcen und welche Gr\u00fcnde dagegen sprechen.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">Eine<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gr\u00fcnde, warum Marketeers IT Ressourcen beanspruchen sollten<\/strong><\/h3>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 1: Daten k\u00f6nnen die Kundenbindung langfristig verbessern<\/em><\/h4>\n\n\n\n<p>Marketeers k\u00f6nnen \u00fcber alle Online und Social Media Kan\u00e4le Daten sammeln und diese zur pers\u00f6nlichen Ansprache ihrer User nutzen. Das beste Ergebnis erzielen Marken und H\u00e4ndler jedoch, wenn sie nicht in Datensilos arbeiten, sondern die Daten miteinander verkn\u00fcpfen. So wird eine 360-Grad-Sicht auf den Kunden m\u00f6glich und die Website kann f\u00fcr jeden einzelnen User individuell gestaltet werden. Da Daten nicht immer frei abrufbar vorliegen, m\u00fcssen sie h\u00e4ufig technisch aufw\u00e4ndig exportiert und zusammengef\u00fchrt werden, damit sie sinnvoll einsetzbar sind. Hier ist der Support der IT gefragt.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 2: Ein gut ausgebauter Tech Stack zahlt sich aus<\/em><\/h4>\n\n\n\n<p>F\u00fcr die Personalisierung im Webshop muss ein Unternehmen Kunden immer genauer kennen. Das geht jedoch nicht ohne komplexe Technologie. Zum einen ben\u00f6tigen Unternehmen Technologien zur Datenerfassung, wie zum Beispiel Customer-Relationship-Management Systeme oder Customer Data Platforms. Zum anderen bedarf es Systeme, welche die Daten aus verschiedenen Technologien zusammenf\u00fchren, um es Marketern zu erm\u00f6glichen, sinnvolle Schlussfolgerungen daraus zu ziehen. Um den MarTech Stack voll auszusch\u00f6pfen, ist eine Zusammenarbeit zwischen Fachleuten aus der IT und aus dem Marketing sehr empfehlenswert.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 3: Stetige Optimierung der Ma\u00dfnahmen f\u00fcr eine bessere Usability<\/em><\/h4>\n\n\n\n<p>Je unkomplizierter und angenehmer das Einkaufserlebnis ist, desto h\u00f6her ist auch die Wahrscheinlichkeit, dass Nutzer gerne wiederkommen. Daf\u00fcr gibt es eine Vielzahl an Ma\u00dfnahmen, die auf der Website umgesetzt werden k\u00f6nnen. Da klassische Shopsysteme aber nicht alle notwendigen Funktionalit\u00e4ten als Plugin out of the Box anbieten, werden zur Realisierung von UX Projekten h\u00e4ufig IT-Kenntnisse ben\u00f6tigt. Eine Zusammenarbeit der Teams ist unumg\u00e4nglich.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gr\u00fcnde, warum Marketeers nicht immer IT Ressourcen beanspruchen m\u00fcssen<\/strong><\/h3>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 1: Tools werden immer einfacher zu bedienen<\/em><\/h4>\n\n\n\n<p>Aufgrund der hohen Nachfrage werden Tools zur Datenerhebung immer einfacher zu bedienen und versprechen Marketeers sogar Unabh\u00e4ngigkeit von der IT. Marketing ist nach wie vor ein kreatives Arbeitsumfeld, in dem Technik nur wenig Vorrang hat. Zwar k\u00f6nnen die meisten Technologien auch nicht vollst\u00e4ndig ohne IT funktionieren, sie erm\u00f6glichen es den Nutzern aber, selbstst\u00e4ndig zu lernen und im Umgang mit dem Tool stetig besser zu werden.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 2: Technisches Grundwissen und analytisches Verst\u00e4ndnis als Grundvoraussetzung<\/em><\/h4>\n\n\n\n<p>Der Anspruch an Marketer ist in den vergangenen Jahren deutlich gestiegen. Die Erwartung an kreativen Ideen ist zwar nach wie vor prim\u00e4r, dennoch verlangen immer mehr Unternehmen zudem technisches und analytisches Grundwissen. Eine gewisse Unabh\u00e4ngigkeit von der IT ist somit gegeben, was jedoch nicht bedeutet, dass die beiden Abteilungen strikt voneinander getrennt werden sollen.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><em>Grund 3: Schnellere Projektrealisierungen durch kleinere Teams<\/em><\/h4>\n\n\n\n<p>Interessen und Bed\u00fcrfnisse von Usern k\u00f6nnen sich innerhalb eines kurzen Zeitraums stark ver\u00e4ndern. Dementsprechend schnell m\u00fcssen Marketer reagieren k\u00f6nnen. Je kleiner ein Team ist, desto weniger Missverst\u00e4ndnisse kommen auf. Au\u00dferdem gibt es k\u00fcrzere Kommunikationswege, eine einheitliche Sprache und ein besseres Verst\u00e4ndnis f\u00fcr das Vorgehen.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">ein<\/p>","protected":false},"excerpt":{"rendered":"<p>Um Datenpunkte f\u00fcr bessere Personalisierung verkn\u00fcpfen zu k\u00f6nnen, kann es notwendig sein, auf IT Ressourcen zur\u00fcckzugreifen. Wir zeigen Gr\u00fcnde daf\u00fcr und dagegen auf.<\/p>","protected":false},"author":41,"featured_media":24834,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42,43],"tags":[734,737,45,68,736],"class_list":["post-24833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-knowledge","tag-it-resources","tag-merketeers","tag-optimization","tag-personalization","tag-tech-stack-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reasons why marketeers should claim IT Resources | trbo<\/title>\n<meta name=\"description\" content=\"To combine data points for better personalization, it may be necessary to use IT Resources. 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