Gartner survey reveals corporate websites rank most important for marketing success

Almost half (45%) of the 250+ marketers surveyed for Gartner's poll cited the design, development and maintenance of a corporate website as the most important to a successful marketing campaign, beating out both social media marketing and online advertising.

Forty-three percent said both social media and online advertising were contributing factors to success, but just 6% said marketing on social networks was their first choice of placement.

In the case of mobile marketing, just one-quarter (24%) said this activity was the key to marketing success, ranked below search marketing (including paid) (26%) and alongside email marketing (24%).

According to Bill Gassman, Gartner research director, "the corporate website will not be displaced anytime soon by a brand's social media presence".

"That's all the more reason for marketing leaders to continuously invest in testing and optimizing their websites, paying attention to all aspects -- from customized landing pages to compelling content that encourage visitors to be engaged with your brand," added Gassman.

Tags: marketing survey, online advertising, social media, website design, website maintenance