Marketers

A site’s marketers are responsible for promoting the site and driving traffi c to it. How they go about this will largely be a function of the site’s target market, and available marketing budget. Th e strategies and tools available to marketers in their eff orts to drive Web site traffic are reviewed in greater detail in Chapter 11. The size, complexity, and budget of a site will help determine the team required for its development. Not all sites will require all of the people listed above. For smaller sites, the site owner may also act as the account manager,
and the creative director may fulfi ll the responsibilities of the graphic designer. No matter how large the site and the team of people assembled to create it, the needs that all of these roles fulfi ll will have to be met.