Forum Moderators: phranque
I would hire an Internet Marketing Consultant and a webmaster to work under marketing.
I have worked this way a few times as well. Generally larger companies. I come in and develop the Internet marketing plan and then the webmaster, designer, developer, etc. work under my guidance to implement the changes I have suggested. The reason this seems to happen is that the webmaster is seen as a technical implementer, but not a strategic planner and the company wants the later not the former to help them move their Internet strategy to the next level.
I come in and develop the Internet marketing plan and then the webmaster, designer, developer, etc. work under my guidance to implement the changes I have suggested.
I have colleagues who have worked in this capacity. As you say, it has only been for larger corporations where the titled WebMaster works on the technical aspects of the website and may not be familiar with the theories dealing with front-end, user facing issues and true marketing. I would say some of the work done by the Internet Marketing Consultant might be considered "branding" and outside the scope of their in-house team.
Consultant might be considered "branding" and outside the scope of their in-house team.
Some of the work I have done would fall under branding, but also direct response strategies, copywriting, email marketing, developing certain types of content, i.e. eLearning applications etc. Again, this seems to always go to larger companies.
However I have some mid-sized companies where the people call me the "webmaster" and do everything from strategy to actual design and development. I guess is varies from client to client.
