Survey of U.S. Senior Marketing Executives by SDL Tridion Reveals 68%
of Web Campaigns Don’t Happen on Time,
Risking Loss of New Business and Customers
As U.S. Businesses Compete For Web Customers Globally, Internal
Forces Slow Them Down
NEW YORK (Business Wire EON/PRWEB ) November 8, 2007 --
A new survey of U.S. senior marketing decision-makers reveals that
nearly 70 percent of Web marketing campaigns do not get launched on
time, leading to a potential loss of new business leads and eroded
customer satisfaction. According to the survey, which was conducted by
PK Data on behalf of SDL Tridion,
59 percent of marketers acknowledged that the Web is “critical”
to their global brand and marketing strategy, yet a combination of
lengthy internal approval processes, IT department backlogs, and the
type of Web content management system they use makes getting Web content
approved and published “painfully slow”
or “bumpy” at best.
Not surprisingly, a large majority of the marketers, 76 percent, change
their Web site content at least once a week, or even daily. Yet the
success rate for meeting Web publishing deadlines is alarmingly low –
less than 30 percent of the time. When asked which departments are most
involved in managing their Web site, the responsibility was split nearly
evenly across marketing, communications and IT. Overly-complicated
internal approval processes and dissatisfaction with the Web content
management (WCM) system, whether software or manual, were mentioned as
the reasons behind delays by 52 percent of the respondents. Nearly half
of the respondents agreed that overloaded IT departments contributed to
the delays, confirming opinions expressed by industry experts that IT is
bogged down with web content requests that could be more easily handled
by marketing and communications departments.
“As the Web picks up speed daily, there are
internal forces at work that are slowing it down,”
said Erik
Aeyelts Averink, president, Products & Solutions for SDL Tridion. “This
can have a huge impact on a company’s ability
to compete globally and meet business goals. These days, a customer who
can’t find what they need or who has a
frustrating experience on your Web site, can easily go elsewhere.
Clearly, some companies have realized that it’s
time to look at their Web implementation resources and put the control
back in the hands of the content owners.”
Newer WCM software technologies, such as SDL Tridion’s
R5 software, are now so
intuitive that even a non-technical person can easily learn how to use
them, enabling marketers to launch multiple campaigns in multiple
languages, while still allowing local customization. These systems can
also take over the job of streamlining the internal approval process,
while maintaining appropriate controls over Web content that affects
corporate branding, policies and legal guidelines.
PK Data completed the survey of 120 senior marketing decision makers in
the consumer products, electronics/telecommunications, healthcare,
financial services, and automotive industries. 70 percent of the
respondents work at companies with annual sales ranging from $250
million to more than $1 billion. Annual sales for the remaining 30
percent range from $50 million to $250 million.
About SDL Tridion
SDL Tridion is a global leader in Web Content Management (WCM)
solutions. Our enterprise class WCM solution enables organizations to
deliver a consistent, interactive and highly targeted customer
experience, in multiple languages, across multiple Web sites and
channels. In addition to content creation, management, translation,
delivery and archiving solutions, SDL Tridion provides brand management,
targeted communication, multi-channel delivery and visitor interaction
capabilities. More than 430 organizations rely on SDL Tridion solutions,
including well-known global brands such as ABN AMRO, BBVA, Canon,
Emirates, KLM, Lexus, Renault, Ricoh, Sanofi-Aventis, Scania, Toyota,
Unilever and Yamaha. SDL Tridion has offices and partners throughout
North America, Europe and Asia. For more information about SDL Tridion,
please visit www.sdltridion.com.
SDL Tridion is a division of SDL, the leader in global information
management (GIM) solutions. For more information about SDL, please visit www.sdl.com.
Editor Note: To arrange an interview with SDL Tridion, Forrester
Research, or Molecular, please contact: Liz McDonnell, Gibbs & Soell PR,
212-697-2600, ext. 1247, emcdonnell@gibbs-soell.com
See the original story at: http://eon.businesswire.com/releases/sdl_tridion/marketing/prweb567985.htm
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