The uses to which many organizations have put their WWW investment depend on the way in which their marketing departments have applied the technology. During the corporate community's first years of using the WWW much of the drive and direction came from IT staff. This group perceived its applications and benefits very much from a technical perspective. The way that some companies currently use the WWW still reflects this early IT influence but in general marketing has now taken control of the application of the technology. Undoubtedly the marketing function is far better placed to manage an organization's WWW strategic development than the IT or indeed the finance departments. The main reason for this conclusion is that many of the Wow's applications are likely to involve customer-facing activities and the skills of marketing will be critical to their success.
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Internet Marketing Strategy info: As discussed later, the centre for an organization's Internet strategy needs to be positioned at a level that can incorporate all of the business functions, without undue bias towards any particular group. Ironically, when this occurs, the influence of IT staff is set to increase again. For the moment then, the priorities and the scope of applications that marketing defines will be the driving force in formulating the way most organizations use their WWW facilities. For this reason it is essential that marketing staff can exploit this corporate asset to the greatest advantage. Unfortunately this is often not the case. Because of their position of greatest influence, it is essential for marketing staff to ensure that they have the understanding and skills to: See also Targeted Leads .
