eBusiness Philosophy
Fort Wayne Web Design and SEO
After working with hundreds of companies on various web projects, two key trends have stood out: poor strategic planning
and an unwillingness to fully embrace the web as the market place of the future. It is imperative for future business success
that business owners not only understand the importance of the web, but create a strategic plan for the web. This includes
constant conversion testing and optimizing, search engine optimization, internet marketing, social media marketing, affiliate
marketing, unique value propositions, robust lead capture plans and moral bribery.
Companies hire CEO's, CFO's, COO's and CIO's to grow and manage their business. Some organizations recognize a CWO
(Chief Web Officer) is critical to business success. Your company, product, or service is being evaluated everyday by people
on the web. Business professionals must understand that web marketing is just as critical and much more complex then
traditional marketing. There are five "hats" that must be worn to accomplish success online. These "hats" include the
following: Designer, Programmer, Marketing Analyst, Business Analyst and Search Engine Expert.
| Traditional Marketing Funnel | Complex Web Marketing Funnel |
Whether your web development is in-house or with a web design company, make sure the five "hats" are on the "hat rack."
Most web design companies or in-house web departments consist of a few web designers and a web programmer. That is it.
Would you let your IT department run your sales department? How about your operations? You wouldn't build a home with
out plumbing would you? That's what most companies do. The web should be taken just as seriously as one would take their storefront, their customers or hiring that top flight sales professional. When designing a factory, store or building it is done in a manner to maximize productivity, sales, service, etc. That is what business professionals do in the real world and it is just as important in the virtual world. Companies that refuse to fully embrace web technology will start to feel the "squeeze" from their competitors that do embrace web technology if they haven't already.
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"The Internet is no longer a niche technology - it is mass media and an utterly integral part of modern life. As our lives become more fractured and cluttered, it isn't surprising that consumers turn to the unrivalled convenience of the Internet when it comes to researching and buying products" Jonathan Carson, President, International, Nielsen Online |
The importance of the web for business is about to take another giant leep forward. Here are a few milestones and trends
that will change the course of the web as the preferred deliverer of mass media.
- Digital TV Transition
- Growth of US Fiber Optic Network
- Verizon Fios (Fiber to the Home)
- The "Incredibly Shrinking" Computer
- Bundling Cable, Phone and Internet Service
- 3G Wireless Network
These are just a few of many examples to take note of. Each one individually might not seem like a big deal. However, when the infastructure is in place there is nothing to prevent TV, radio, phone and the internet from becoming one and the same. It will all come through the same "pipe" and be accessible from one device. The TV that you watch today will be in a different form tomorrow. It will be the internet. The internet's interactivity is prefered over the television's one way communication. Natural selection will make the television an endagered species. What does this mean for business?
In the middle ages the town cryer would stand in the town square and ring his bell to tell everyone to see the blacksmith
for his services. Why did he do that? Because that is where the people were. Today, the people are on the internet or
watching TV. Tomorrow, people will be watching just the internet. There will be no need for a desktop computer because
televisions and cell phones will be computers. People will have internet access from the comfort of their couch or the palm
of their hand. The television and cell phone are the next computer. Businesses must have a viable strategy to compete in
this new mass media market. The web is no longer a place to research consumer goods. The web has trained its users that
if they need to buy a new widget to keep their assembly line operating at work, the web is the best place for researching
widgets.
Manufactures and businesses that don't sell consumable goods will start to see their profits fall if they don't have a robust web
strategy. It's happening today. I once had a business owner and manufacturer of industrial goods tell me that his company
had a really bad October. He attributed it to "the industry is down." After a quick Google search, I found out that searches
for his products were up over 35% from the previous month. Why would his sales be down if the searches for his product
were the highest they have been for the year? His website looked like it was made as a high school project, thus not instilling
confidence in his company or product. Several of his competitors launched new professionally designed websites with robust
SEO strategies nine months prior to that October. To this day he has not done anything with web development and his sales
are still shrinking. I wonder why. . ?
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