Fiona, the Marketing Manager of a major hotel group often phones the IT department to complain when her mouse is faulty, her PC is running slow or the printer runs out of toner. At the same time the IT department are bedding down extremely complex routing traffic shaping protocols to ensure that voice data gets higher priority over email across their wide area network and that the company infrastructure is free from Trojans, a threat that could collapse the entire group infrastructure within moments.

Fiona has no idea of the level of complexity and commitment the IT team has to put into keeping the business running. She never calls to congratulate them on keeping the key company infrastructure running for 365 days without fail. The IT team is as important to a business as oil is to an engine.

Stuart works in the IT department. Often distracted by being called away from his complex world to perform tasks for the Marketing department. He views their efforts as little more than spending big budgets on pretty pictures. “Anyone could do that job!” claims Stuart.

Stuart doesn’t see the effort that goes into creating the stories around the pictures, the long hours spent on exhibition stands, the detailed review of website content and customer journey planning needed to turn a prospect into a customer. Marketing is the water needed to make the business live, grow and prosper.

Internet Marketing requires both oil and water. It’s an odd combination, as they don’t readily mix. Often we make the mistake of outsourcing Online Marketing decisions to IT experts and frequently make the mistake of having traditional Marketing experts telling us what is technically achievable. To create a successful online marketing strategy, add three-quarters water to one-quarter oil.