February 28, 2006 — (WEB HOST INDUSTRY REVIEW) — Web analysis and statistics firm WebTrends (webtrends.com) announced on Tuesday it has released the results of its recent CMO Web-Smart Survey of more than 250 marketing executives.
The survey set to demonstrate the substantial increase in the Web’s influence on every aspect of business, as well as the need for greater accountability. WebTrends says its results demonstrate how increased spending on the Web translates into growth and profitability, as well as the ability to continually improve how marketing campaigns perform.
According to the survey, over 56 percent of marketing executives say the Web is either the focal point of their organization’s marketing strategy, or that it would become their focus within the next year.
Survey participants in general, however, said they were not knowledgeable about current Web marketing trends, strategies and technologies. On average, the executives rated themselves a 6.3 out of 10, while rating their staffs at an average of 5.5 out of 10.
Most marketing executives also plan to increase accountability by investing in training and building metrics into employee reviews and compensation.
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