A directorate is also a marketer, but of a narrow specialty. The directologist sets up ads in Yandex and Google. Less common are specialists who know how to work with both search engines and social networks (director and contextologist are two in one). But you need to understand that Yandex and Google are one type of advertising, and social networks are fundamentally different. It is as if one person is both a cool electrician and a cool plumber at the same time. Both are needed when building a house, but their functions are completely different.
The most common mistake of beginner entrepreneurs sounds like this: now I will create a website, hire an advertising specialist, and he will provide me with a stream of clients and applications.
Continuing the house analogy, it’s like saying: Now I’ll build the walls, hire a cool electrician, and he’ll make me repairs. It doesn't work that way.
Marketing your company isn't all about traffic. Not a single even the most ingenious directorate will be able to provide a stream of applications from the Internet if your site converts poorly, or your product is not interesting to the buyer, or your sales department is not working well, or something else in marketing is going wrong. All this is within the competence of an internet marketer (it's like a construction superintendent).
The second common mistake entrepreneurs make is to expect the director to give advice on how to improve the site, how to describe the product, how to compose texts for advertising or choose images. That doesn't work either.
The value of a directorate lies in the fact that he knows how to customize advertising in such a way as to get the maximum number of hits at the lowest price. If you have never been to Yandex's advertising account, and even more so Google, I recommend taking a look. There you will find the dashboard of an aircraft (two completely different aircraft) - a hundred different indicators, and all are interconnected. Usually, if a person goes deep into advertising customization, he does not have the opportunity to also be great at understanding the usability of sites, writing texts and product packaging.
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Website conversion, advertising slogans, high-quality images and even scripts of the sales department are the responsibility of an internet marketer, not a specialist in setting up advertising in search engines!