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Marketing wrests control of online presence from IT.(Brief article)
Byline: Mark Chillingworth
Marketing wrests control of online presence from IT
Mark Chillingworth
Marketing departments are taking control of the internet presence of organisations, removing the powerful influence that IT departments have traditionally had, according to enterprise content management (ECM) supplier Interwoven.
"Organisations are moving marketing money away from traditional areas like radio and TV and moving it to online marketing," said Ben Kiker, Interwoven chief marketing officer. "In doing this they are rebuilding their online presence. Their first sites were destination sites for information about the business; now the web is a channel of business."
Kiker added: "We are mainly dealing with chief marketing officers at organisations, whereas once we dealt with IT departments. Customers felt too dependent on IT departments, and now marketing departments are re-asserting themselves to take control of their organisation's web presence."
Kiker also told IWR that investment in information management technology was on the up.
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Source: HighBeam Research, Marketing wrests control of online presence from IT.(Brief article)