CorpComms Magazine

Social media may take a back-seat over the next 12 months as web marketers focus their website investment on content creation and personalisation, according to a survey by web content management provider EpiServer.

Just eight per cent of marketers consider developing their website as a hub for social activity a top priority. The three biggest challenges for website management were identified as keeping content fresh and engaging, which was considered critical by 63 per cent of respondents; understanding what visitors want (37 per cent); and generating  personalised content (20 per cent).

Commercial considerations dominate companies website activities, with 39 per cent of respondents identifying driving sales leads and 34 per cent citing converting website visitors into customers as key focuses. Three in ten were more socially minded, recognising the website as a good forum for dealing with customer service enquiries.

Maria Wasing, vice president of Marketing Europe at EPiServer, said of the findings: 'As the web continues to grow in importance, delivering engaging online experiences will become increasingly important for businesses that are looking to engender brand loyalty, improve their business online and deliver real return on investment.

'By having the right approach and combining content, community, commerce and communication in an innovative way, companies can ensure that they are meeting the heightened expectations of online visitors and customers.'

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