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BizReport : Internet : March 18, 2013

Gartner survey reveals corporate websites rank most important for marketing success

A survey of U.S. marketers by Gartner reveals that, despite the buzz surrounding social media and mobile, it is corporate websites that are ranked as most important for marketing success.

by Helen Leggatt

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

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