Forcing open the channels of communication with the marketing departments will help IT directors stem the rate of website crashes and overloads.
As many as a quarter of website crashes or overloads are caused by a communications breakdown between the two departments, so says a study by web testing service SciVisum. Some 26% of marketing departments confessed they never told IT departments about upcoming online campaigns, which meant the IT department was ill-prepared for the influx of site visitors. Only 22 % said they always involved IT.
Three quarters of internet marketing campaigns are impacted by sites crashing. More than a third of these crashes were so serious they jeopardised the success of the whole campaign. These crashes could easily have been prevented if the marketing department understood technology better.
‘It’s hugely counterproductive to invite customers to your website that you can’t support and end up driving away,’ comments SciVisum chief executive Deri Jones.
‘UK marketeers urgently need to bridge this yawning gap with their IT departments – or they will end up destroying customer confidence in e-commerce and damaging their corporate reputations.’
Nearly two thirds of the marketing professionals had no idea how many transactional users their site could support.
But it’s not all the marketeers’ fault: when 49% of them tried to find out why visitors were abandoning transactions, almost half were told that it was too complicated or that the investigation was too inconclusive.
The SciVisum Internet Campaign Effectiveness Study 2005 surveyed marketers at 100 UK companies.