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.