Cima report: Web 2.0 needs further consideration
One of Ireland’s biggest accountancy bodies has poured scorn on the” over-enthusiasm’‘ for Web 2.0 marketing strategies.
The Chartered Institute for Management Accountants’ (Cima) latest report, entitled’ Beyond Enthusiasm: making the business case for your organisation’s use of Web 2.0′, argues that many Irish business people are rushing into an internet marketing project without thinking it through.
“CIMA believes that too many Web 2.0 projects have started without a full and rigorous business case, leading to several high profile failures,” said Louise Ross, author of the Cima report.” Many Web 2.0 projects are undertaken without a clear understanding of their objectives and how return on investment will be measured.
“A Web 2.0 business case should ensure that the success measures are in line with the organisation’s overall business strategy, and consideration of the costs and benefits are essential in order to make sure the initiative is successful and delivers what is needed.
“Decisions to implement Web 2.0 projects are often then made on the basis of enthusiasm alone and too often marketing, social media and IT specialists exclude the finance function from the initiation of Web 2.0 projects.”
The Cima report is accessible online at www.cimaglobal.com/web2.0
