Today most small to mid size companies’ websites are designed and
utilized primarily for informational presentation. I’ve even seen many
larger publically traded companies utilizing informational only web
sites never using a social media strategy or seeing the need to hire one
of the search engine optimization firms that are experts in these
strategies. What I am basically referring to here are web sites that
only show company information in a static format; much like viewing a
company brochure, only the content is on-line. Many companies feel
that by displaying company information and contact/phone number details
is enough. Clearly these companies are falling behind in fully
exploiting their existing web site and the lack of using the newest
online marketing strategies. Company web sites will, for the foreseeable
future, continue to be the primary means of displaying product and
service information to customers and prospects. However, as can be seen
with the growing dominance of smart phones, social media web sites,
such as Facebook and LinkedIn; as well as micro blogging sites like
Twitter, many companies can and must begin to reach out to their target
market utilizing a more functional dynamic approach.
If a company really wants to drive sales higher they must consider where and how their targeted market compares brands, reads product and service reviews as well as comparing and listening to a friend’s experiences. These conversations are currently occurring in the social media space. In order for companies to be more competitive; they must become a part of this conversation taking advantage of the exposure to their products and services that a Social Media Strategy offers.
All of this activity requires companies to dramatically alter the way in which they have marketed and sold their products and services. Most marketers seem to have embraced the idea that their company content needs to live in many places outside of their web site in order to be most effective. Company CEO’s and other senior executives must be willing to commit time, energy and resources to think outside the confines of their web site in order to influence their target market earlier in the sales discovery process. Not doing so will make it much harder for these companies to participate and drive sales earlier in the sales process thus causing brand erosion and lost opportunities.
For the first time in 2011, sales of smart phones with the ability to see a mobile website will surpass the combined sales of PC desktops and laptops. Customers are becoming more mobile as part of this transformation from the desktop computer to smaller transportable devices. Again, companies must think and then market outside their normal boundaries in order to remain competitive in the future. It appears thus far that many companies have not adequately prepared for the coming shift in mobile computing and social media strategy. For example, Dot Mobi reports that only 29.7 % of the web’s top 10,000 sites are currently optimized for mobile. Clearly many companies need to step up their efforts taking advantage of the new Dynamic and Mobile Internet Marketplace that is available at a moment’s notice from any consumers Smartphone 24/7.
If a company really wants to drive sales higher they must consider where and how their targeted market compares brands, reads product and service reviews as well as comparing and listening to a friend’s experiences. These conversations are currently occurring in the social media space. In order for companies to be more competitive; they must become a part of this conversation taking advantage of the exposure to their products and services that a Social Media Strategy offers.
All of this activity requires companies to dramatically alter the way in which they have marketed and sold their products and services. Most marketers seem to have embraced the idea that their company content needs to live in many places outside of their web site in order to be most effective. Company CEO’s and other senior executives must be willing to commit time, energy and resources to think outside the confines of their web site in order to influence their target market earlier in the sales discovery process. Not doing so will make it much harder for these companies to participate and drive sales earlier in the sales process thus causing brand erosion and lost opportunities.
For the first time in 2011, sales of smart phones with the ability to see a mobile website will surpass the combined sales of PC desktops and laptops. Customers are becoming more mobile as part of this transformation from the desktop computer to smaller transportable devices. Again, companies must think and then market outside their normal boundaries in order to remain competitive in the future. It appears thus far that many companies have not adequately prepared for the coming shift in mobile computing and social media strategy. For example, Dot Mobi reports that only 29.7 % of the web’s top 10,000 sites are currently optimized for mobile. Clearly many companies need to step up their efforts taking advantage of the new Dynamic and Mobile Internet Marketplace that is available at a moment’s notice from any consumers Smartphone 24/7.
