It boomed in 2009

The introduction of iPhone accelerated the internet usage, search, and new habits in connecting industries. The first websites were acting as ‘pioneers’ (“WOW, you have a site!“) in a business world who hadn’t realized that e- and digital would be the only way to reach the global marketplaces and find new services. It was late 2006 in one of my advertising roles, that we’ve run a web promotion to aggregate consumer responses for a brand prize, and the Customer was looking amazed at the response rates but insisted not to repeat the web acitivty in next years’ budget.

It continued developing with Blogger and WordPress

No need to go into the historical facts, but these two web platforms ignited a new breed, Bloggers, that were meant to play a role in leading markets, audiences, news, and interactions further ahead. We’ve started commenting everywhere. We’ve started having a loud voice on issues and happenings.

That said, let’s not forget the consequent global media scene disruption. People flocking away from TV and print media to websites, e-news services, and then to video and now in audio and bot-service systems. Brands were never before so disrupted, losing the ‘power-game’ of paid media that they’ve handled so well…

Then, along with the Marketing industry transformation

It’s only 7 years now, that digital has become a full-line and wide-width profession. It changed the advertiser-agency-media equation (paid) and it opened a wider space for solo entrepreneurs, corporate e-shops, brands’ communities and so on. The pioneers, the ex-creatives, the young talent, the web developers, the consultants, the e-learning platforms all form together an ecosystem that helps markets activate on the web economy. Companies have started adapting the model, even in-house, in B2B and B2C (that no longer have significant channel differences). Marketing & Communication started investing more time to own media. The profession has altered its focus and today we’re discussing for analytics, e-polls, segmentation to global markets.

You only have your site for presence, Trust, and Growth

If you’re not online, you don’t exist as a choice of preference, not even as a mere consideration. What you do online is another story, but be there. As you read these lines, you’ve made your first step. You need more. You need to think of the audience, the issues, the competitive offers, your uniqueness. Why must someone click to visit your web space? What’s in it for the consumers? What single-minded thing you do?

It took me 6 months to figure out

I was blogging as of 2007 but with low results, being overwhelmed by my daily job routine. I’ve been present in social media understanding the channels and behaviors. I’ve done immense research on web behaviors and built web platforms, global events, communication themes online on Youtube, Twitter etc. I’ve worked for global markets and engaged customers and industry groups off-and-online. But one day, some VP said: “now we’re marketing for sales leads’ on the .com, webinars, and more traffic!”

It was the time to get to know, what do I really need to survive in the online business game. Starting point: my neglected blog. Next step: before going to spend my money on the web ‘gurus’ (that know few of strategic marketing mindset and implementation), I needed to study. Webinars, Youtube videos, articles all filled my nights and mornings to realize what I should plan for.

Offer an Experience?

Fast load time, nice-looking aesthetics, color-coding strategically decided, pages’ structure that don’t confuse, easy menu to navigate, full-line of resources, adding free valuable content to the arms of your visitor, offers, e-courses, services, online access and booking and so many other things you should consider before building your website. An e-shop template is easy to get and offered ready-made for the pharmacist, the retailer, the food corner (every template is there waiting for you). But again, what’s going to be unique with you online?

Think. Make it personalized. For them. To discover their preferred choice, fast and nice. Soon, with the software aids you’ll be measuring preference online, from which geography, segment, type of customer to form your online, real-time offers and prices.