Websites a "vital communications channel"

1st July 2008

Websites' marketing potential is not being maximised as they become the subject of a "tug-of-war" between IT and marketing stakeholders, research for SDLL Tridion has found.

SDL Tridion president Erik Aeyelts Averink said that websites' role as a "vital communications channel" between a company and its customers is suffering as a result of misunderstandings between IT and marcomms (marketing communications) managers.

According to the research, half of marcomms managers never acquire the full look and design they want for company websites due to technical restraints.

Nearly a third said marketing campaigns are often delayed because websites are not updated quickly enough.

Almost half (44 per cent) of UK marcomms managers, and 39 per cent of US ones, said there was always friction between IT and marketing regarding websites.

Mr Aeyelts Averink called for businesses to clarify responsibility for websites "in order for web comms to progress".

Social networking website MySpace launched a redesign last month, the Telegraph reported.

Changes include improvements in profile editing, video playing, search and navigation, a redesigned home page and alterations to the "splash" page to draw in advertisers.

The site, used mainly by teenagers and young adults, hopes to attract a wider user base.