Printer-Friendly
Email this Story
Post a Comment (0)
New Websites - Use Both a Web Design Team and an Internet Marketing Team
Many businesses hire consultants, engineers or website design companies to deliver projects, capabilities and subject-matter expertise regarding Enterprise Content Management, including the entire lifecycle of digital content/asset management. This includes delivery of Portal and Search capabilities, website content management and process capabilities, and back-end data management and storage architectures. The business goals are ultimately about efficient, effective and secure management of information in support of delivery of business products and processes. From a business perspective, however, how do you really know these technical engineering efforts were actually well-executed and ultimately successful?
Most likely the website engineering efforts are measured in terms of contract compliance, adherence and mapping to specific requirements, and satisfaction with delivery and communication on the part of the customer (i.e. your business). In other words, performance is measured only from the perspective of the “Business-to-Business” (i.e. B2B) relationship (i.e. between you and your web design/build team), and from the perspective of your own internal B2B relationships (i.e. cost and process efficiencies gained within your own company). Can your web consultant demonstrate gains or actively improve your business performance from the perspective of your own Business-to-Customer relationships?
Consider this website project scenario. You buy services to develop a great new externally-facing website or portal, with a robust content management capability to support it. It includes very efficient and secure data management architecture, including a secure, SOA-based integration architecture for delivery of messages between the sub-systems and external systems. You also get extensive portal usability features and website statistic reporting functions. The capabilities are implemented in a manner that maps successfully to your Enterprise Architecture (or at least best practice standards), from an IT investment perspective. Then the consultant company either continues to run the website, or it's turned over to another Maintenance team. It's a total success, and a great system. But you may have completely overlooked the competition, and failed to manage your external digital assets.
The competition has evidently also upgraded their website. Additionally, they’ve invoked an extensive Internet Marketing campaign to make sure their customers and partners can quickly and easily find all of the information and products they have to offer, and find it before they find any information you have to offer. Steps they’ve taken, that you didn't:
Find out more about Northern Virginia Internet Marketing
You must be logged in to post a comment.