The marketer does. No, the IT department owns it. Wait, it belongs to everyone.
Who owns digital in your business? Before you answer that, maybe we should understand what we mean by ‘digital’?
Digital marketing is now a common marketing discipline. It combines social media, email, websites and portals. Originally used to listen and broadcast, digital channels are now used to support customer service, with social media and web chat being the fastest growing customer contact channel in the UK.