View point4 - the evolution of the corporate website

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View point4 - the evolution of the corporate website

  1. 1. Issue 04 Corporate website trends The evolution of the corporate website viewpoint Corporate digital communications
  2. 2. Issue 04 19 Corporate website trends 90 1969 1980 A brief history of the internet If the history of the internet teaches us anything, it’s not to underestimate the pace of change. The first tweet is less than five years old. Mobile phones and email are ubiquitous. Google is barely a teenager, but it’s a $165bn business. Digital communication now underpins virtually every facet of life in the western world, and is growing exponentially in the emerging economies. Getting your digital communication strategy right can be like nailing jelly to a wall. But a bit of attention to detail can go a long way. Which is where View can help.
  3. 3. 2000 9 95 1 2005 07 20 2009 10 20
  4. 4. Issue 04 Corporate website trends viewpoint Is your brand ready for an explosion of personality? Want to get noticed? If anything captures the imagination of the corporate brand right now, it is the potential to differentiate using digital media. How? Simply by being your corporate self. Enterprising brands are reaching over the picket-fences of their own websites to meet their stakeholders in other places. Corporate content is following. Increasingly it exists and flourishes in independent environments and works to power business interest back to your brand. Thoughtful corporate web properties now build pages to the specific needs of individual users based on preferences, geo-location, search history, purchases, or any amount of other leveraged data. The delivery method is changing too. It’s a cliché almost as old as the web that ‘content is king’ – but that maxim is as bullet-proof today as it was back in 1995. Getting the quality of communication right is the most important challenge because trotting out the same old social media twaddle will just not cut the mustard. Sure, there’s an ever-expanding range of options like RSS, Twitter, Apps, LinkedIn and many, many more. But that doesn’t make it right to use them just because you can. More than ever, getting the right message, delivered in the right way is critical to getting heard. The good news is, that with the right strategic partner, the digital landscape right now is awash with emerging opportunities to help your corporate communications stand out.
  5. 5. THE SHIFTING DIGITAL LANDSCAPE Reputation is everything Connecting people Following the Gulf of Mexico oil spill earlier this year, More than 20% of Nokia’s 68,000 worldwide BP faced the monumental challenge of managing its employees now use wiki pages to collaborate, reputation and clearly communicating its response. update schedules and project statuses, Negative comment spread like wildfire, the pinnacle exchange ideas, and edit shared files. of which was a fake Twitter account set up by environmental activists – BP Global PR. www.twitter.com/bpglobalpr The IT crowd Community spirit Dell Computers taps into its own customers as a source of talent and innovation. Customers can In an example of a major consumer goods company submit ideas for new products or improvements using social media to market itself via a sustainability to existing services and vote on ideas they would message, PepsiCo’s Project Refresh initiative, most like to see developed. a grants scheme providing millions of dollars to www.ideastorm.com fund good ideas, big and small is presented as Pepsi’s alternative to spending millions on television advertising campaigns. www.refresheverything.com Come fly with me Virgin America has partnered with Klout, an analytics service that tracks users’ influence on Twitter (based on variables such as the quality and number of followers and retweets), to offer flights to digital influencers in Toronto. http://bit.ly/dqc9GF
  6. 6. Issue 04 Corporate website trends viewpoint Five trends for the ‘now’ that’s just round the corner Technology is constantly facilitating new experiences and enabling innovative brands to differentiate themselves through the digital channel. So where do we start? 1 HTML 5 – it sounds boring, but it isn’t. The new version of HTML is about to redefine the way in which we expect web pages to work, and unleash a new layer of creativity and potential communication effectiveness on an unsuspecting web. Now your site can start doing (almost) all the things it once tried and failed to achieve. 2 Influence the influencers – proactive corporate brands are already using digital media to engage with and convince the right people. That way they can cascade messages through independent sources, using technology to aggregate. 3 Embrace platform diversity – iPads, BlackBerrys, even your fridge freezer. Whatever the delivery mode, your communication has to come across loud, clear and consistent. Your site can do that, right? 4 Apps – you have a defined stakeholder audience with well-understood needs. How do you service them? Simple. It’s an app. It may allow customers to pay invoices, manage a shareholding, or apply for a job. But once it’s installed, it’s an inviolable conduit between you and your stakeholder. 5 The Cloud – it’s out there and it’s on demand. The Cloud gives corporate brands capacity-on-demand to achieve a volume of communication that used to take sustained investment and effort. It also enables a new layer of communication possibilities that are only just emerging based around multiple data sources. Watch this space… 2014
  7. 7. Issue 04 Corporate website trends viewpoint “ Whoever’s attention you’re chasing online, it pays to remember that your audience of millions is actually a million audiences of one” Jason Ross, CEO Corporate websites have to be geared to provide visitors with a unique and individual experience. But the carefully-won unity of brand and corporate strategic messaging has to be preserved and, if possible, enhanced. The online retail industry has already moved away from the one-size-fits-all approach to a more tailored communication which acknowledges the preferences, location and character of the individual user. Now corporate sites are following suit. While corporate websites are evolving into more fluid and organic entities, beyond the confines of the corporate URL, forward-thinking enterprises are already using their greatest asset – their people – to act as brand ambassadors, raising and maintaining their profile and establishing thought-leadership online within their sectors. Thousands of corporate individuals are representing their employers in social media, and engaging customers, competitors and stakeholders in often-frank conversations online. Against this background, organisations have to guard against many things – data leakage, compromised security, brand dilution - but the opportunities for those who reach out are compelling. At the same time, the technical restrictions that once compelled so many corporate sites to mimic each other in the name of convention and usability are falling away. Technology advances are breaking down barriers to creativity and opening up a riot of new delivery channels – corporate brands are only starting to scratch the surface of the potential this offers. Faced with such a sea of opportunity, it’s tempting to wait in port for others to set sail. But first-come almost always means first-served. If your corporate brand is looking for ways to navigate its way to greater communications effectiveness, you need the right long-term strategic partner to help you avoid the shallows and chart the right course. At View we’ve been creating effective corporate communications in any media for years and we have the expertise, creativity and strategic insight to help you develop your corporate website in the way your business deserves. To find out more about the technologies and trends which are shaping the future of the corporate website, visit our blog. www.viewplc.com/wesay
  8. 8. View is a corporate digital communications agency. We help FTSE and global companies engage with their business stakeholders. We do communications and content strategy; stakeholder engagement; corporate websites, intranets and microsites; bespoke application development; integrated marcomms campaigns; digital design, build and support services. For more information please contact: Jason Ross, CEO jross@viewplc.com Tel: +44 (0)20 8811 8651 View The Penthouse Block A, Long Island House Warple Way London W3 0RG +44 (0)20 8811 8600 www.viewplc.com Corporate digital communications

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