Why Do You Need a Website?

In an age long ago, the three “Rs” would have been the definitive path to follow. For those of you not familiar with the three “Rs” here is the definition—reading, ’riting and ’rithmatic…not my joke.

Today, things change and the three “Rs” have been replaced with the three “Cs”—computing, communications and content, presented in a deliverable and measured manner, otherwise known as Media Convergence.

My recent review of print provider Websites indicates that they fulfill at most two (really only one, but I’m in a kind seasonal mood) of the three “Cs”—usually computing and maybe a stab at communications.

Just look to all those Flash entry interfaces and music, which from my unofficial survey most people skip. Now think about over eight million iPads (source: Fortune Magazine, October 2010) sold, none of which at this time can support Flash. Few sites are designed to communicate (interact, start a conversation and be integrated to your marketing plan) and even fewer contain the correct content.

So if you can only get one out of three “Web based” things correct, you need to rethink your strategy, dump your Web master and assign a content master. Have this content master survey and establish a dialogue, not a Website based monologue with your prospects and customers (dialogues are a big part of media convergence).

Run targeted surveys asking your customers and prospects questions that you may be afraid to ask. Start to use the Internet as a publishing device of universal magnitude, not an ineffective, static marketing wannabe.

To develop new business, think of developing content that is focused on issues important to the verticals (clients, customers or prospects) you are attacking. Use converging media to start, develop and nurture a relationship that is tiered. Make that relationship relevant to the client.

Print suppliers need to understand the front end of their businesses…and that does NOT mean prepress. It means to understand the needs, concerns, desires and wants (relevance) of the clients they serve and those that they plan to serve.

Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.

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