A long-standing business associate of mine who has long ignored my imprecations to sharpen up his digital marketing has a recent epiphany and phoned we with an urgent request – “Can you help me re-build my website, urgently?” There were some urgent issues that needed to be addressed in terms of a wider digital strategy and my instant advice was to get his social media ducks in a row first – a Facebook page, twitter presence and Linkedin profile. Increasingly, this is the area businesses are needing to address as a priority, and I had automatically recommended this action as a fundamental to get right. It is quicker, less costly and will have faster pay-back than work on the website.
I saw a recent story of a company who had launched their new business venture solely on Instagram. Another agency had solely built a presence on Pinterest and had no website. A few sort years ago this would have been unthinkable, but now I can well conceive of a business without a traditional website.
“The reports of my death have been greatly exaggerated,” was the quote attributed to Mark Twain after an obituary was mistakenly published. We don’t want to make the same mistake about the website, but its pivotal place in digital marketing may be under attack. It is certainly not in intensive care yet, but the symptoms may call for careful monitoring.