Digital Experience Disconnect as IT Teams Struggle With Marketing Buzzwords

September 4, 20193min

Over three-quarters of IT teams don’t understand the buzzwords that marketers use, causing concerns over how firms handle their Digital Experience (DX).

A new report from content management system (CMS) provider Magnolia, Straight talking content management, incorporates a survey of over 200 IT professionals and 200 marketers across both the UK and US and garners unique insights into the DX landscape and the attitudes both groups hold in relation to their peers.

It reveals that the emerging field of DX has become swamped with buzzwords and jargon, which has led to a huge disconnect between marketers and IT teams.

The research found that almost a quarter (23 percent) of IT teams believe that marketers use too many buzzwords, with 21 percent saying they don’t know what marketers mean when they ask for ‘omnichannel’ content, and 24 percent saying they don’t know what a ‘call to action’ is online.

Furthermore, with 80 percent of marketers collaborating with their IT team on a weekly basis – and 46 percent interacting on a daily basis – it’s crucial that both teams can communicate with one another effectively.

Commenting on the research, Rasmus Skjoldan, CMO at Magnolia, said: “In order for brands to create great content, both IT teams and marketers must work together to understand each other’s unique pressures and objectives. Talking in technical jargon and marketing buzzwords isn’t helping, if anything it’s just causing more frustration for both groups.

“Too many CMS brands add to this problem, expanding rather than bridging the divide. As an industry we need to focus on developing straight-talking solutions that work for everyone across the business – from marketers, to developers, to customers and IT teams.”


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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