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Who Owns Digital Marketing at Your Company?


Maybe you are a genius in electronic engineering, and you know how to build a television set from scratch on your own. You know exactly to use which circuit boards, the correct transistors, ICs, resistors, sensors and all other electronic gadgets which make a perfect TV set.
But if I ask you to direct and produce an Emmy award winning Television series, you will definitely struggle, won't you? Emmy Award winning TV directors were not electronic engineers.
This is why a company’s Digital Marketing decisions should better be left with qualified marketers not with qualified IT professionals.
There is a difference between networking your company PCs and Social Networking. Simply because you were an early adapter of internet based technologies, you won't become a marketer on the internet.
Unfortunately in Sri Lanka, for whatever the reason I still can’t understand, IT departments are having a say in the Digital Marketing decisions made by companies. Is this the case with other emerging/less evolved markets?
Originally posted on LinkedIn on this link. Please join the conversation on LinkedIn if you have opinions to share.

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