Marketing officers 'to focus on the web'

14th January 2008

Marketers are changing direction away from traditional advertising strategies and towards innovative online tactics, according to a new survey by the CMO Council.

Reported in Ad Week, 45 per cent of chief marketing officers said they plan to change advertising agencies this year as their current clients are not delivering.

"A lot of research we've done shows that web is the top priority in terms of brand, customer engagement, insight, and it is becoming a bigger area of focus," commented Dave Murray, executive vice president of the CMO Council.

Half of respondents said they plan to increase overall spending with a focus on search engine marketing and email programmes. A further 37 per cent plan to keep budgets the same.

Cited on vnunet.com, a report by JupiterResearch found that only one-quarter of European online advertisers who plan to launch social networking profiles are accurately measuring user interaction and therefore their effectiveness.