What progressive companies understand and others forget is the difference between Internet Communication Specialist and traditional marketing or information technology (IT).  There is a temptation to gravitate toward historic traditional corporate roles.  To often a clash of cultures appears between traditional definitions when technology enters the picture.  This clash manifests itself in frustrations, finger pointing, projects that never get launched or underwhelming executions.

There is a new area of specialization in the media mix, it is marketing/communication technologies and services.

When does marketing take over the direction of a web communications and its related functionality?