Few web marketing campaigns meet launch deadlines

A recent survey of 120 senior marketing decision makers in the U.S. found that getting Internet marketing campaigns launched on time isn’t an easy feat.

by Helen Leggatt

While 59 percent of marketers agree that the Internet is “critical” to their marketing strategies, just 30 percent of planned campaigns launch on time.

Most cited lengthy internal approval processes, their particular web content management system and backlogs in the I.T. department as reasons for the delayed launches. Just 17 percent of marketers surveyed found the process of updating their website “quick and easy”.

When asked what impact the delays had on campaigns over half said they had a negative effect on new business enquiries and customers satisfaction. Thirty-five percent said delays impacted their web marketing budgets, 30 percent said they impacted brand image and 20 percent felt employee satisfaction was affected.

“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, who commissioned the research.

“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.”