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New digital media
Today's seminar focuses on how you can benefit from some of the next
big things. Here today are - blogs, Skype and voice over IP, client
extranets, PayPal, databases on
the Web, Linux, increasingly effective open source software, Google
Pack, Wikis, podcasting, peer to
peer, AdSense, and email integration with Blackberry and PDAs.
Website options
If you are new to this subject you'll soon realise that a website is
just the
beginning. A critical question for beginners is what is the purpose for your organisation's site? Clear objectives and goals
are required. Decide the purpose of the site before you begin
development. Here are three typical options:
- Is the site a banner site? If so, it will be akin to an "electronic
brochure", with static Web pages largely for marketing. It will be a marketing tool and provide
information.
- Is the site an information site? If so, it will provide substantial
information for visitors. For a
commercial organisation this could include product and pricing information,
case studies, and white papers.
- Is the site a transaction and communication site? If so, it will provide a higher level of
interactivity, eg paid or free subscriber registration, paid or free downloads,
discussion forums or chat rooms, shopping carts (eg with Paypal payment),
blogs, audio streaming (eg podcasts) etc. It will be a site for information,
marketing messages and transactions as well as being a site for two way
communication.
Website audiences and legal compliance
The decisions you make about the content and operations of your site
will affect the legal compliance obligations of you personally as well
as that of your company. Individuals can be sued under a myriad of
business laws, a company structure no longer provides a legal firewall,
if it ever did. This point about legal exposure becomes clearer when
you consider the many "audiences" for your Web presence. Each of the
following "audiences" or users has certain legal rights and
expectations from you and your organisation:
- Government and regulatory bodies
- Existing customers
- Former customers
- Prospective customers
- Employees
- Contractors
- Suppliers
- General public
In 2005 it became widely
recognised that many business activities could be performed even easier,
cheaper, smarter and better on the Web. The phrase Web 2.0 then gained greater currency. And here's the point:
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If you have a listed business
phone number then you need Web presence. There are now few exceptions.
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Your website needs to be
dynamic. Traditional forms of advertising are challenged.
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The name of the game is
business process automation and business systems integration.
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Form business alliances with
new partners networking with the Web and IT.
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Begin preparations immediately
to customise your message and business functions for the increasing online
audience.
Don't be left
behind. In its use of the Internet and
the Web, what will your business score in the years ahead?
- A grade - for creating opportunities,
revenue or improved profitability?
- B grade - for mediocre use?
- C grade - for attitude problems in thinking
it's a new pain in the bum?
- D grade - for non-existent, wasteful, dysfunctional or unlawful use of the
Web?
Related Lightbulb blog post:
Build trust for success online in 2007
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