Almost 70% of online marketing campaigns don’t meet their launch deadlines, according to a survey of senior marketers.
The study, conducted by PK Data, found lengthy approval processes, IT department bottlenecks and problems with web content management systems (WCMSs) were the main causes behind delayed projects.
Sixty eight percent of web marketing campaigns didn’t happen on time, while online publishing projects fared worse – meeting deadlines in less than 30% of cases.
Erik Aeyelts Averink of SDL Tridion, which commissioned the survey, said:
"As the web picks up speed daily, there are internal forces at work that are slowing it down. This can have a huge impact on a company’s ability to compete globally and meet business goals.
"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."
PK Data said it interviewed 120 "senior marketing decision makers in the consumer products, electronics/telecoms, healthcare, financial services and automotive industries."
Almost 50% blamed overloaded IT departments for delays – a sign, the company said, that bottlenecks could be eased by handing responsibility to marketing and communications staff.
This tallies with a survey last year by Next Communications, which found site launches were often delayed because content wasn’t ready or suitable.
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