6 Digital Myths Debunked  A Survival Guide For Digital Debutantes               October, 2012
Are You A Digital Debutante?It had to be said. It’s time to wake up and smell thepixels. Digital undertakings are too ofte...
Myth #1It’s Easy
Reality #1It’s HardApart from the cholesterol and sugar, there’s only onebad thing about pie. Having to bake one. The clos...
Reality #1It’s HardA website consists of a lot more than design, contentand code. There’s a long grocery list of additiona...
Reality #1     Traffic                                                                   ClientIt’s Hard                   ...
Reality #1It’s HardThe digital process is easier to swallow when yourexpectations are realistic. Generally speaking, moref...
Reality #1It’s Hard
Myth #2The Digital Process Is The SameAs Traditional
Reality #2The Digital Process Is Different
Reality #2The Digital Process Is DifferentWhen it comes digital and traditional processes, thetwo are like cats and dogs. ...
Reality #2The Digital Process Is DifferentThe main difference, and this goes for all digitalprojects, can be boiled down t...
Reality #2The Digital Process Is DifferentSo before you jump into your next digital endeavor, doeveryone a solid and give ...
Myth #3You Have Full Control                        “I will break you.”
Reality #3You Have Partial ControlIt’s not easy being a despot these days. The power hasshifted. Back in the day, you coul...
Reality #3You Have Partial ControlThe digital landscape changes more often than a neatfreak at a mud wrestling tournament....
Reality #3You Have Partial Control                           “Is it hot in here                            or is it just m...
Reality #3You Have Partial ControlRelax. The heat’s on, but you’re not on the verge ofextinction. In fact, you’re better fi...
Myth #4Anyone Can Do It
Reality #4Leave It To The ExpertsIt doesn’t take much to get any old website up. Everyday, digital becomes more accessible...
Reality #4Leave It To The ExpertsThere’s no shortage of tools out there to helpnon-experts create digital debacles.
Reality #4Leave It To The Experts                    When amateurs attack.
Reality #4Leave It To The ExpertsAn elderly Spanish woman recently ruined a 19thcentury fresco in a misguided attempt to t...
Myth #5If You Build It They Will Come
Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationThere are a bazillion websites, apps and blogs lau...
Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationPerhaps you’ve created a cool digital experience. ...
Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationHere’s a few things you can do to make sure yourla...
Myth #6Responsive Design Solves AllChallenges
Myth #6Responsive Design Solves AllChallengesNot long ago, responsive design swooped downfrom the heavens like a winged Sh...
Reality #6Responsive Design CreatesNew ChallengesAs it turns out, responsive design presents nearly asmany problems as it ...
Reality #6Responsive Design CreatesNew ChallengesResponsive design is like that classmate you had acrush on when you were ...
BE CAREFUL OUT THERE.    parkandco.com                        © Park&Co. All rights reserved.
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6 Digital Myths Debunked: What it really takes to create a dynamic web presence

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Creating a great website takes thought, time, and money. Here are six myths that will derail every web project if you're not paying attention and approaching your digital presence with realistic expectations versus the fantasy of free and easy that prevails online.

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6 Digital Myths Debunked: What it really takes to create a dynamic web presence

  1. 1. 6 Digital Myths Debunked A Survival Guide For Digital Debutantes October, 2012
  2. 2. Are You A Digital Debutante?It had to be said. It’s time to wake up and smell thepixels. Digital undertakings are too oftenunderestimated. Face these realities, and you’ll begin todevelop a sense of what you’re up against—the firststep in any successful digital enterprise.
  3. 3. Myth #1It’s Easy
  4. 4. Reality #1It’s HardApart from the cholesterol and sugar, there’s only onebad thing about pie. Having to bake one. The closestmost of you have probably come to doing so is pinninga recipe on Pinterest. That’s also the closest most ofyou have probably come to developing a website.
  5. 5. Reality #1It’s HardA website consists of a lot more than design, contentand code. There’s a long grocery list of additionalingredients that go into the mixing bowl, even if youleave out the gluten. So next time you bite into a tastywebsite you stumble across on the web, take amoment to think about what went into it.
  6. 6. Reality #1 Traffic ClientIt’s Hard Services Content Strategy Strategy User Experience Back End Hosting Development Writing SEO Project Management Design CMS Front End Development
  7. 7. Reality #1It’s HardThe digital process is easier to swallow when yourexpectations are realistic. Generally speaking, morefeatures = more ingredients = more time = moremoney. And by features, we don’t just mean the heavyduty stuff, like databases and content managementsystems. Even a measly little button can createheartburn.
  8. 8. Reality #1It’s Hard
  9. 9. Myth #2The Digital Process Is The SameAs Traditional
  10. 10. Reality #2The Digital Process Is Different
  11. 11. Reality #2The Digital Process Is DifferentWhen it comes digital and traditional processes, thetwo are like cats and dogs. There are lots moredifferences between them than there are similarities,and failing to adjust to those differences is likepresenting a puppy with a scratching post. That’s justridiculous.
  12. 12. Reality #2The Digital Process Is DifferentThe main difference, and this goes for all digitalprojects, can be boiled down to one word: More.Digital projects require more from your team. More Communication. More Specifics. More Accountability. More Planning and Management. More Flexibility.
  13. 13. Reality #2The Digital Process Is DifferentSo before you jump into your next digital endeavor, doeveryone a solid and give it the consideration itdeserves. Which probably means, give it moreconsideration than usual.
  14. 14. Myth #3You Have Full Control “I will break you.”
  15. 15. Reality #3You Have Partial ControlIt’s not easy being a despot these days. The power hasshifted. Back in the day, you could rule media with aniron fist. Nowadays, you’re at the mercy of Google’snewest algorithm, or Wordpress’s latest update. What’sa person with control issues to do? Anticipatechallenges, respond nimbly to surprises and avoidconflict at all costs. That formula’s worked wonders forthe Swiss.
  16. 16. Reality #3You Have Partial ControlThe digital landscape changes more often than a neatfreak at a mud wrestling tournament. It requires a lotof time and resources to stay on top of things. User Client Platforms Software Profiles Demands Operating Browsers Devices Standards Systems
  17. 17. Reality #3You Have Partial Control “Is it hot in here or is it just me?”
  18. 18. Reality #3You Have Partial ControlRelax. The heat’s on, but you’re not on the verge ofextinction. In fact, you’re better fit for survival thanever before. But you do need to adapt to anenvironment that’s rapidly changing. If you want to rulethe digital tundra, you’ll have to anticipate challenges,then overcome them. (Try cutting down on the CO2emissions while you’re at it.)
  19. 19. Myth #4Anyone Can Do It
  20. 20. Reality #4Leave It To The ExpertsIt doesn’t take much to get any old website up. Everyday, digital becomes more accessible to more peoplethan ever before. And with studies having shown thatthe genetic blueprints of chimps and human are 98%identical, how long will it be before apes start makingapps?
  21. 21. Reality #4Leave It To The ExpertsThere’s no shortage of tools out there to helpnon-experts create digital debacles.
  22. 22. Reality #4Leave It To The Experts When amateurs attack.
  23. 23. Reality #4Leave It To The ExpertsAn elderly Spanish woman recently ruined a 19thcentury fresco in a misguided attempt to touch up thefading work of art. The results speak for themselves.Like a digital dabbler who fancies herself a developer,this wanna-be Picasso had just enough access and toolsto create an unmitigated disaster—despite her bestintentions. Let that be a lesson to us all.
  24. 24. Myth #5If You Build It They Will Come
  25. 25. Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationThere are a bazillion websites, apps and blogs launchedevery month, and twice as many cat videos. Is it realisticto expect that people are anxiously awaiting your fancynew microsite?If an app falls in the forest and no one’s around to hearit, does it make a sound? Discuss.
  26. 26. Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationPerhaps you’ve created a cool digital experience. Howdo you get the word out? If you answered, “Make itviral,” deduct two points. If you were rubbing yourhands together when you said it, deduct four.
  27. 27. Reality #5No One Is Waiting Around For TheLaunch Of Your Latest CreationHere’s a few things you can do to make sure yourlatest digital concoction gets the attention it deserves: Have the right target in sight. Get your distribution channels in place. Carve out enough budget to get the word out. Measure performance so you can adjust.
  28. 28. Myth #6Responsive Design Solves AllChallenges
  29. 29. Myth #6Responsive Design Solves AllChallengesNot long ago, responsive design swooped downfrom the heavens like a winged Shamwow to saveus from the nightmare of designing mobile websitesoptimized for legacy Blackberry devices. It was theSwiss Army knife of web design that promised todeliver us from evil.
  30. 30. Reality #6Responsive Design CreatesNew ChallengesAs it turns out, responsive design presents nearly asmany problems as it does solutions. Needs To Requires Takes Still Evolving Adapt To Almost A Lot More Considerably Technology Countless Design Longer Devices Requires Demands Initial A Lot More More Investment Is Planning Testing Higher
  31. 31. Reality #6Responsive Design CreatesNew ChallengesResponsive design is like that classmate you had acrush on when you were a teenager, only to discoverthat they listened to Lionel Richie. In other words, it’snot perfect. Even though it practically sells itself, don’texpect it to mop up all of your digital challenges.Make yourself aware of the fine print.
  32. 32. BE CAREFUL OUT THERE. parkandco.com © Park&Co. All rights reserved.
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