Websites are dead, long live the internet…this was a clear message from one of my previous blog and conference but I did not planned that it would be replaced by Facebook ….because actually it should not be !

It is true that websites, the way we know them are not anymore relevant. Websites can not be anymore only about static content, pushed information from the brand only, limited multimedia content, limited interactivity, limited sync with business needs and none customized content based on local needs.

Websites is part of the “owned media” category and requires a constant update, maintenance to ensure customer can find the proper information up to date and relevant.

But in parallel, through the rise of Social Media with YouTube, Twitter and Facebook,we see an explosion of brand pages, group brands from again mainly Facebook and Youtube.

Does it make sense ? Well Yes and No.

Yes because , it make sense to deploy content in line with the new customer needs and take profits of the Social Media technologies, enablers that allow an easy two way communication.

No because it does not and should not (at least for the time)  replace websites. Unfortunately, most of the created pages are merely a copy of a Website or microsite with offers, product promotions. Once can understand the easy association ” customers are spending more time on Facebook, I need to reach customers so I create a Facebook page….:=) ”

Unfortunately, this is wrong in your case (as a brand). Yes customer spend more time on Facebook, but they spend it on their own page not on yours. Like customer spend more time to surf internet, not to go on your brand page.

The number of viewers or number of likes or members is now becoming the new “hype” metrics references and it seems to take over the poor “page views” or number of visitors agencies metrics that was used for website. But a number of likes or number of fans is a more dangerous value that the number of visitors because it does not reflect the actual number of active visitors or traffic but the cumulative numbers of people who liked who joined the page at once. Most probably only 10% of them are really active today…..

In addition, Digital should now integrate all those channels and while it make sense to generate discussions on Facebook or use YouTube to show videos, it does not to show your products or promotions.

Websites are here to convert customers after they have been ‘touched’ by the brand, should it be on Social Media or ATL. Websites is an unique opportunity to capture customer profile and follow up before you can generate sales.

A proper digital strategy must be defined not only to specify the exact role of each of the digital tactics but as well to specify how customers would be  driven from one to the other one.Specific role for websites, versus Social Platform versus Blogs, Forums, or video channels must be defined and coordinated.

Yes websites are dead, long live the new websites and their integration in a proper digital framework .

PS: Do not forget that any content created online must be…updated…but this is another problem just by itself….:=)

Tags: Digital, Facebook, Websites

This entry was posted on Wednesday, September 21st, 2011 at 1:04 pm and is filed under Digital, Marketing. You can leave a response, or trackback from your own site.