A website??

September 10, 2010 § Leave a comment

During my last couple of years I’ve had to battle with several senior marketing executives on the importance of having a great web page. It’s almost incredible how easily a Web Page Project is discourage because of “reach”, “audience”, “Consumer habits (known)”, others. All these facts are based on some experience (read as paradigms) that prevents us from opening up our minds and see the future (sometimes the present).

Now, ask yourself, what is the first thing you do when you hear about an unknown product during an advert or even when someone speaks to you about a brand? The odds are that you’ll google the name to find out more about the product!.

If this almost obvious example doesn’t drive you to create a source of information for anyone trying to reach/access your brand, you’re just not being coherent. I’ve heard excuses that go from “you’re audience is not connected”, “our products don’t need e-commerce” to “not enough people connect to internet”, but these are all ways of saying “I’m afraid this investment won’t return as much as a traditional ATL project”.

The first of “The 22 Immutable Laws of Marketing” is better to be first than it is to be better, however our bosses are so determined to deliver short term results that forget both long term results and the laws. The more time you take to be online, the more money you’ll need to spend in the “go online” project.

Now, take a little second and google your brand. Is it the first hit?

If it is, you have at least a good starting point. But if you can’t seem to find any official website you’re in trouble.

Think that to obtain a better position in a google search your site must be optimized for search engines that look for words, for hits, for url’s, in other words, CONTENT. Of course, you may be first if you pay for a google-ad (also known as a “sponsored link“) but this is poorly wasted money if you create a website using SEO techniques.

So, what do you need to create a great website?

I’ll write more about this in another post, but at this moment have this in mind:

  1. What are the goals of being online (just being the 1st info source, doing advert, having a place to communicate 2-ways with the consumer, etc).
  2. Identify how are you going to produce CONTENT (or if you’re going to outsource, what are the guidelines to do so).
  3. What are e main interactions you want the consumer to have (what are the Key Points of the interaction you’re looking for, what is the main message, etc).
  4. Will you include Social Environments? (do you need or want to create fan page (facebook), twitter profile (will you post new content frequently enough to be worth it?), etc).
  5. Will you have someone to engage conversation with consumer? (or will you outsource – have in mind that the more complex the website is, the more time you’ll need to “be” with your customer)
  6. Do you want people to register? What info will you want to obtain from your consumer? (when registering)
  7. What will you give the costumer in exchange for registering? (will you use a one-phase query or will you ask for more information once the consumer has interacted with your site).
  8. Will you need a mobile version?
  9. Will you use flash or video in your site?
  10. How frequent do you need to change / maintain the web site?
  11. Do you have a web name? domain?
  12. Are you hosting your site? are you outsourcing?
  13. Preference of development tools? statistics?
  14. Time and Budget
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