I know, it's been awhile since I've posted. Life has been busy, and lots of travel (for both business + pleasure) has kept me from the keyboard.
For now, I'll share my latest post that just went live over on the PARTNERS+simons blog. Enjoy!
The folks over at Wired Magazine created quite a controversy last week when they proclaimed, “The Web is Dead.”
Throngs of bloggers, tech professionals, and media pundits weighed in
with their thoughts on the subject. A co-worker of mine even framed the
cover, preserving this day in pop culture history:
- The Web is Dead
all the controversy, and why should marketers care? It has to do with
the changing nature of media consumption and the role of your corporate
It should be noted that Wired
makes a distinction between the Internet (the core infrastructure for
transferring digital content) and the Web (the hypertext documents accessed over the Internet). In fact, the full article title is “The Web is Dead. Long Live the Internet,” but the more provocative, truncated version surely sells more magazines.
We’ve seen a huge shift in recent years away from primarily Web-based
browsing to platforms that use the Internet for transport but not the
browser for display (e.g., email and instant messaging clients, mobile
apps, networked games, iTunes). Wired points out that the HTML
data delivered through the Web now comprises less than 25% of traffic on
the Internet, and will continue to shrink as app adoption grows.
- Why the Web is "Dead" (or Dying)
But to paraphrase Mark Twain, the report of the Web’s death has been greatly exaggerated.
To be sure, app usage will continue to grow, likely at the expense of browser usage. But marketers should consider apps as a complement
to their marketing mix, and not necessarily a replacement of an
existing channel. Just as the Web didn’t kill TV, and MP3s haven’t
killed radio, apps have not killed the Web (yet, anyway). In fact, Wired’s attention-getting headline harkens back to the December 13, 2006 issue of Time Magazine,
which predicted that user-generated content on sites like Wikipedia,
Youtube and MySpace (yes, MySpace!) would “seize the reigns of the
global media” and “beat the pros at their own game.” Of course
consumer-generated content is now pervasive in modern media, but it has
hardly “killed” more traditional outlets.
Does your brand website still matter? Heck yes; the Web is still very much alive.
But its role is changing: in a fragmented media marketplace, your
brand website forms the hub of all other activity. It is here that you
formally articulate your product and service offering, your value
proposition, and your market differentiators. It is here that you anchor
all of your offline initiatives, allowing TV viewers, radio listeners,
and print readers to find out more (and share it with friends). And it
is from here that you syndicate content to all of the new media channels
now at your disposal, be it mobile, social or app- based.
Nielsen’s Pete Blackshaw said it best in a recent column for AdAge:
At the end of the day, brands today live a decentralized,
if not fragmented, existence. The brand "home" has line-extended itself
into a network of smaller residences and rented apartments -- or what
we might call "brand stands" -- all primed for meeting and interacting
with the consumer at various stages in the purchase, loyalty or advocacy
cycle...A smart website feeds and refreshes the brand stands. It
anchors the brand database, arguably the most coveted asset, and sets
the tone and standard for the brand's ethos and attitude about feedback,
expression and service. Put another way, it establishes that first
critical (often unforgettable) impression. A great website also smartly
syndicates, re-circulates and curates social content from the brand
stands. Importantly, if we're truly entering a POEM (paid, owned,
earned) media mix model, brand websites are key. They anchor the owned,
reinforce the paid and incubate the earned.”
So rather than thinking about scrapping your website and focusing on the latest marketing craze, rethink your distributed Web strategy so that your site will best support all of the innovation happening around it.
PARTNERS+simons can help.