Online marketing campaigns ''fall behind''

A large proportion of online marketing campaigns are not ready for launch on time, according to a new study.

Research carried out by PK Data for SDL Tridion found that 70 per cent of internet marketing campaigns in the US fail to launch on time, even though 59 per cent of marketers consider the web ´critical´ to their strategy.

Complicated content approval processes were found to be behind delays, as well as poor content management systems, for 52 per cent of those polled.

The report suggested that this indicates that IT departments are relied upon too heavily for content publication that could be carried out by marketing or communications departments.

"These days, a customer who can´t find what they need or who has a frustrating experience on your website, can easily go elsewhere," said Erik Aeyelts Averink from SDL Tridion.

"Clearly, some companies have realised that it´s time to look at their web implementation resources and put the control back in the hands of the content owners."

A recent study from the Chartered Institute of Marketing found that marketing professionals are ´cautious´ when it comes to utilising digital campaigns.
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