Web 2.0 Apps Come Slowly Under Control of IT

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Marketing and sales have led in the development of Web. 2.0 apps, and continue to own them, according to a new report, which predicts IT will be the one holding the bag by the end of this year.

You would think that blogs, wikis and social networks launched by businesses to engage with customers in product and brand development scenarios would be commanded by IT people.

Not so, according to a "2008 Tribalization of Business Survey," conducted by Deloitte Services and released July 16. The survey, which included 140 various companies, found that 42 percent of the respondents granted the CMO (chief marketing officer) reign over these networks.

Thirty-nine percent of the companies that participated cited idea generation as the purpose of their blogs, wikis and social networks, while 19 percent said they leverage these tools to drive new product development. These are largely overseen by marketing managers.

"You actually have marketing now running value creation for things like product development and customer care," which from an organizational perspective is probably not optimal, Deloitte Services Director of Product Innovation Ed Moran told me.

Bye, GAby Menta

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