Consider the research results presented in section 3.3 in the Practical insight:

‘A matter of attitude?’ and reflect on the reasons why IT and marketing opinions differ so widely.

Section 3.3

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3.3 NON-MARKETING DIGITAL MARKETERS Since the birth of online marketing (1994, in my opinion) there has always been a battle between marketers and techies (my affable term for anyone with a computer science qualification). My argument - as a marketer - is that digital is a platform for marketing messages, and so it is a marketing discipline. Techies - well, some of them - feel that any- thing that happens on a computer is a computer science discipline. However, TV engineers never claimed that adverts on TV belonged to them, so why should computer scientists claim that marketing on computers is part of their domain? The fault is not wholly one-sided, however. In the early days of the web, too many mar- keters eschewed the new media - mainly for fear of computers because they knew little about them or what they could do - and were happy to let the IT department control the organization's web presence. The realization by the successful online businesses (the 66 There are a lot of people working as digital marketers who do not know even the fundamentals of marketing. likes of Amazon and eBay) that to be effective you need input from both technical staff and marketers has too slowly - filtered down to some lesser organizations when another, related, problem came to be recognized by some of those with a recognized status in the discipline. The problem is this: there are a lot of people working as digital marketers who do not know even the fundamentals of marketing. These people may well be good, excellent