Marketing companies offer a whole host of services to their clients and customers, and most of them are digital in nature and encompass a variety of IT-supported services. Nowadays, people are increasingly relying on tech solutions to find the services they’re looking for. A forward-looking marketing company should consider adopting IT service management to align IT processes with the needs of these customers to design, build, deliver, operate, and optimize services across the board.

This, of course, is a cumbersome task, but in the long run the results will be well worth the initial investment, much like IaC can benefit you in the cloud

IT service management is primarily a set of activities that help a business align IT services to the needs of  customers, but the lifecycle and IT service management strategy can be implemented in marketing as well to great effect.

Let’s explore this further as we take a look at IT service management in the marketing realm and talk about the key benefits marketing companies should capitalize on in the IT-driven world. 

Strategy management for IT services

First things first, it’s important to align your IT services with the goals and needs of your organization, all with the aim to better serve your customers in the marketing space. This is called strategy management for IT services, and it is an integral part of IT service management and ITIL (IT infrastructure library). Throughout the strategy management process, you will be assessing the services you offer and the offerings in the industry; you will define the services you should offer to different customer groups, and you will implement these services strategically.

To do this, you need your IT infrastructure to align with your processes. For example, a big part of IT for marketing companies would be to seamlessly align your cloud infrastructure, CRM system, and the platform you use to communicate and collaborate with clients.

You need to use the right IT tools and services to empower your employees, and that means having a strategy for all the services you offer in the digital space. Once you have that, you can start optimizing and improving your service offering.

ITIL management types

Start by evaluating the current marketing position of your company in relation to your competitors, market trends, and customer demands. Look for opportunities to improve your service offerings and identify possible constraints that are pulling you back. You can then define and redefine the services you’re going to offer to different types of customers.

Finally, you can start creating an IT strategy that will help you implement services in the most seamless and cost-effective way.

IT financial management for marketing

Digital marketing is much more cost-effective than traditional marketing, but even something as affordable as SEO  must be optimized for maximum effect and minimum financial loss. That is why you need meticulous financial management, which is something you can do by translating IT financial management into your own processes. 

In the IT service management lifecycle, IT experts will pool financial data from all services, according to demand, use, and ROI within different timeframes. It’s important to valuate your services within different timeframes because some marketing services yield immediate, and some yield long-term results.

For example, PPC might give your client instant visibility, and if you optimize it right, it will speed up conversions. SEO, on the other hand, is more of a waiting game. It requires continuous investment and optimization, and it will yield results in the long run. Now, are these services producing the desired ROI based on their unique parameters? This is something that an IT expert would focus on during this stage for their IT services.

Now put this into your marketing perspective.

This is all about service valuation, or in other words, the process of accounting, budgeting, and charging services to generate a profit and cover your operational costs. Meticulous accounting will tell you exactly how much you’re spending on different services and what you’re spending to implement them per customer.

Budgeting is crucial for keeping your services financially viable and accessible to your customers, and charging is all about developing the rates for each service. Every service costs money to deliver to each customer, so it’s important to charge an amount that makes sense for both parties. 

Managing your portfolio of services

Service portfolio management (SPM) is an integral part of IT service management and it can help you align each service with the organizational objectives and goals of your marketing company. This is something that IT specialists with an ITIL certification use on a regular basis to monitor services throughout the year and evaluate them more effectively. 

Every service should bring value to the company, justifying its existence in your portfolio. Make sure to define the desired outcome for each service, analyze its impact and the value it brings, and optimize it to better align with your business goals and long-term plans. 

service management portfolio

Demand management for marketing companies

Demand management is another process in ITIL and IT service management that marketing companies can use to understand, predict, and even influence customer demand. The market is always shifting and evolving with the new technological and IT trends, so it’s important to sense the demand for certain services and see how they must evolve to continue to deliver value to customers.

You can start by analyzing which services are in high demand and how they are used by the customers. By following customer and industry trends, you can then anticipate their needs and innovate new solutions ahead of time to improve your profit margins. You can even influence customer behaviors by putting financial constraints on certain services to avoid putting a financial burden on your company to meet the increasing demand.

Business relationship management

Finally, you can use IT service management in your marketing business to improve business relationship management, or in other words, develop better relationships with your clients and customers. Your goal is to improve the value of your services and service delivery in general to ensure client satisfaction and loyalty – which is crucial for a marketing company. You can do this by inspiring customer feedback and using that data to improve your service offerings over time, with a continuous focus on innovation and incremental improvement across your portfolio.

Over to you

IT service management has numerous applications in many industries, marketing included. By implementing the ITIL lifecycle and by translating IT service management into your own processes and according to your own needs, you can take your marketing company forward and better serve tech-savvy customers in a digital age. 

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