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BtoB

Study: Site redesigns, analytics top marketers' agenda

Published on .

San Jose, Calif.—Almost three-quarters of businesses plan imminent investments in website redesigns or significant site enhancements to improve ROI, according to a new study from Adobe Systems. “Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade” found the most-deployed tactic to date, used by 55% of respondents, was analytics tools for measuring and optimizing website experiences. Mobile also is coming into its own as a marketing device, based on future plans. This year, iPhone apps are the most-planned deployment, cited by 27% of respondents, sharing the top spot with interactive catalogs. Just behind are iPad apps, advertising on social networking sites and branded social community pages, each cited by 25% of respondents. The online survey was conducted from December to February targeting worldwide subscribers to Adobe's publications. It drew 1,941 respondents.
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