In most companies people in the Marketing Department know about marketing but not necessarily about direct response marketing.

If this is true, then how can people in the Marketing Department begin to understand how to use digital direct response marketing. Because the web is a direct response marketing medium.

Most corporate communications to their marketplaces are, well corporate, they often fail to connect and engage with the people who make up their audience and target market.

This is because most business do not understand the power of effective copywriting and how copywriting is used on the web to best effect.

Now let's look at the IT Department. IT knows about building software applications including web sites.

IT may also know about SEO, PPC and e-mail but that doesn't mean that IT knows about how best to use these tools to market and sell for profit. There is much more to a web presence than HTML, SEO, PPC and e-mail.

The result: neither Marketing nor IT really know where and how to drive traffic (beyond SEO and PPC). Neither do they fully understand how to build relationships with their customers and clients in the online world so that they can convert much more traffic into repeat sales.

Today, the Internet is a place where more and more people go to make purchasing decisions and eventually to buy.

Hence there's a massive disconnect between marketing and IT. And as a result, and even more importantly, a massive disconnect between these businesses and the markets they seek to serve.