Survey Reveals 68% of Web Campaigns Don’t Happen on Time, Risking Loss of New Business
DDI: 68
Don't be fooled by the data resulting from this survey of senior marketing executives. Glancing at the press release headline would lead us to believe that delays in Web campaigns can severely erode customer satisfaction and lose revenues. But further inspection of the methodology reveals a mere 120 marketing decision makers were polled for this study and it is likely true that many of them were prospects of the survey's sponsor -- a Web content management vendor. Marketers who are uncertain about the role dynamic Web content management plays in the success or failure of their digital campaigns should ignore these insights. Instead, it would be wiser to survey site visitors on their attitudes toward content changes and their corresponding effect on customer loyalty and propensity to lead to cross-sell opportunities.
Don't be fooled by the data resulting from this survey of senior marketing executives. Glancing at the press release headline would lead us to believe that delays in Web campaigns can severely erode customer satisfaction and lose revenues. But further inspection of the methodology reveals a mere 120 marketing decision makers were polled for this study and it is likely true that many of them were prospects of the survey's sponsor -- a Web content management vendor. Marketers who are uncertain about the role dynamic Web content management plays in the success or failure of their digital campaigns should ignore these insights. Instead, it would be wiser to survey site visitors on their attitudes toward content changes and their corresponding effect on customer loyalty and propensity to lead to cross-sell opportunities.
posted by Darren Bosik at
Thursday, November 08, 2007
