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Survey: Marketers lack confidence in their Web skills
Healthcare Strategist Trend Watch, April 14, 2006
A survey of more than 250 marketing executives found that while the Web is playing an increasingly important role in their jobs, they don't feel confident in their online marketing expertise. The survey included marketers from a variety of industries, including healthcare and pharmaceuticals.
More than half of the respondents (56.6%) said that the Web was either the hub of their organization's marketing strategy now or would be in the next year. More than 83% of survey respondents plan to increase their investment in the Web this year, while none had plans to decrease spending, according to the 2006 "CMO Web-Smart Survey," conducted by the Portland, OR-based Web analytics and marketing performance management firm WebTrends Inc.
But the marketing executives in the survey didn't grade themselves or their organizations very well when it comes to their collective knowledge of the latest Web marketing trends, strategies and technologies. On average, executives rated themselves 6.3 on a scale of 1-10. And they rated their staff even lower at an average of 5.5.
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