Websites Untouched By The Evolving Web!
On Demand.. On The Move .. Always On .. whoa, definitely a bit too fast-paced for some site owners! The problem actually is, either they expect the web to somehow magically deliver instant results, or they still think it’s not for their type of business or for their particular customers! Their websites haven’t really kept up with any of the changes on the web in the last five years! As many as 40 per cent still haven’t got round to SEO, and as for “all this twittering …!”
There it is in a nutshell! While it’s certainly true that offline marketing strategies should not be neglected, especially when mobile channels allow users to augment reality and jump from physical print, QR code and Blippar to online, there are still many business websites who appear to be untouched by a constantly evolving web and the presence of social media.
The attitude still is that they recognise the need to have a website, but still do all of their business by cold calling telesales and email marketing. They have never viewed their site as a main revenue generator and if they have tried online marketing in the past, the results were negligible or too slow coming to satisfy their monthly sales figures requirement.
Thus, they still see their site as little more than an online brochure and prefer to ‘push’ market their products and services directly by PPC ads paid search.
When it comes to social media, the standard objection is rolled out that none or hardly any of their customers or the large B2B enterprises they deal with would click on links, contact via Twitter or Facebook and prefer instead to email or call. Of course, how can you know unless you offer alternative channels of contact!
This should be seen as simply an example of the multichannel at work. Individuals using available channels, either by preference or because of a lack of choice. Companies are composed of individuals and in today’s search and social environment, it is the individual who is seen to engage.
More importantly, being On-Demand does not necessarily translate to instant conversion. The move from ‘push’ to ‘pull’ marketing means the customer is in command, doesn’t take kindly to a bombardment of intrusive calls, emails and ads. But they will click on to a link if they believe they will discover genuine, great content and real value – the object of all search!