Websites are the square-peg of the corporate world. Because they are technical many companies find they should be controlled by the IT department. On the other hand, because the Marketing department has a great interest in the development and statistical analysis, it makes sense for the website to be part of the marketing domain.
Marketing or IT, Who is Right?
Hands down, the Marketing department should be in control of the website and the Marketing department should have their own webmaster or an outside firm that will do their bidding.
Why Marketing Needs Control of the Website
If you’re website is being used to its fullest potential, it is a marketing tool. When you plumb its depths it is a very technical machine that can give your team critical feedback to make your business very successful. But in order to massage your website into becoming this kind of revenue machine it will take someone with technical knowledge that the marketer can team with.
Most marketing professionals don’t have the programming background to manage today’s complex websites. When this is the case, the website lives with the IT department and the Marketing manager has to cajole the programmers to make their tweaks. The changes which need to happen quickly take a back seat to the programmers “real work” and slow down the entire process.
Batman and Robin (but without tights)
When you give your marketer the technical support they need to manage your company website, its like getting your own dynamic duo and great things happen. The IT department is happy because they don’t have to stop what they’re doing to make tiny changes. The Marketing department is happy because they’re able to develop tests that range from a headline change to a full blow homepage re-design. The boss is happy because the website is converting like crazy and they don’t have to hear IT and Marketing fighting anymore.
Who’s Your Robin?
future-ink understands the lonely plight of the marketer fighting the good fight to make their website reach its fullest potential. We’d love the opportunity to be your partner in success. With services ranging from website maintenance, content management system installation, and conversion consulting we’re a marketer’s perfect sidekick. Contact us for more information about how we can help you.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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