Understanding the crucial differences between IT and Digital can help you visualise the uses for both in your business. It will help you identify which investments to make, and how to best utilise each to improve processes, generate revenues and build stronger connections with your customers.
It can be easy to confuse IT with Digital as the two are intrinsically linked. In every organisation, you may see variation in how the responsibilities for these areas are allocated among teams. What's most important to note is that both need the other to offer maximum impact and value.
If IT is the engine under the hood of a car, think of digital as the experience of driving it. It's what you do with the technology...
IT - The engine
IT stands for ‘Information Technology’. This is all the infrastructure, the physical hardware through to the operating software to power computing systems.
IT can include:
- Computers
- Phone systems
- IoT Devices from key cards to wearables
- Hosting and computer networks
- Corporate email accounts
It also encompasses the support these systems require to run, for example:
- Computer programs and software
- Security and antivirus software
- Technicians and engineering teams
Digital – The Driving Experience
Digital is how you utilise information technology to communicate and build relationships with employees, customers and other stakeholders online, and as such is often referred to as a discipline within business, marketing or media.
Digital can include:
- Websites
- Apps
- Social media
- Email marketing
- Online advertising
- Search engine optimisation (SEO)
Creating the perfect fit
You can have the best IT infrastructure money can buy, but without a digital marketing strategy to use it, your ROI will be negative. Similarly, if you have a talented team full of engagement ideas without the resources to support their vision you’ll be unable to move past go.
It’s critical, when it comes to investment, that you build an end-to-end marketing strategy, with fit-for-purpose marketing technologies or a ‘MarTech suite’ to deliver on your strategy.
In a digital-first world, businesses require continual investment in their digital strategy, and the IT infrastructure that powers it. All too often businesses can be tempted to invest in high-end infrastructure that is surplus to requirements and removes budget required to resource marketing activity. Strategic understanding and implementation is key.
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