Most companies plan to invest heavily in social media this year: Nearly three-quarters (73.5%) say social media as part of their overall interactive strategy is either a new priority or more of a focus than it was in 2009, according to a new survey from ISITE Design.
Another 23.0% of companies plan to give social media the same priority as last year, the study found.
Among other online priorities, Web analytics is second, with 60.5% of companies planning to give it more priority this year, closely followed by user experience (59.5%), and rich media (49.5%).
Mobile is lower on companies' lists of priorities: 41.6% cite mobile as a high-priority initiative, and 30.7% plan to give it the same priority as last year.
Below, other findings from ISITE Design's Web Strategy Report, which explores how organizations are planning for the Web in 2010.
Recessionary Interactive Budgets
Most companies (78.1%) say their full-time interactive staff budgets will remain flat in 2010 (vs. 2009 levels), while 31.3% plan to increase the use of outside contractors or agencies.
Although many companies (59.5%) say their interactive budgets will remain flat this year, nearly one-third (31.5%) plan budget increases from 2009 levels.
Web Strategy Development
Overall, the process of planning a Web strategy is inconsistent among companies surveyed: 39.9% say they develop strategic Web plans 6-12 months in advance of executing them, while 22.2% plan 3-6 months ahead of time.
Meanwhile, 13.3% of marketers say they don't have a Web strategy.
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2010 Web Strategy: Fewer Companies Confident
Only 47% of companies say they are confident that their Web strategy is effective this year, compared with 57% who said so last year.
Overall, companies don't feel they are on firm footing––possibly struggling to keep up with the changing digital landscape––and many of the comments by respondents suggest that organizations are still early in establishing a more formal Web strategy, ISITE Design reported.
Measurement Essential, But Murky
Some 60% of companies say their current approach to measurement is not effective, and 44% say they rarely or never take action from the data that they do have.
Regarding Web analytics tools, nearly three out of four companies cite Google Analytics as most preferred, saying it is often used in tandem with another enterprise solution or Web measurement tool.
About the data: The 2010 Web Strategy Report was conducted by ISITE Design, a full-service interactive agency, which polled 268 executives, marketers, and Web experts from organizations of all sizes, from small startups to Fortune 100 enterprises.
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