I received some feedback and questions after my post “The Corporate Website is Dead“. So here’s a short overview of where I think corporations will be taking their online presence over the next two years.
I. The sole purpose of the corporate website is sustained brand equity. To showcast and archive corporate stories.
II. Information about products (product marketing, specs, features, price, services & support, where to buy) will move into the social community.
B. Big, multi-level, content-heavy, pleasing-all-audiences websites will be replaced by dynamic corporate storyboards designed to inspire very specific audiences. It’s 99% storytelling, and 1% social contact information to enable real conversations in Twitter, LinkedIn, Facebook, and whatever is the next social fling.
C. All available content will have to be (re-)designed to serve the social realm.
D. No more pushing. The only way content will be accepted, is as part of a meaningful conversation. Harass marketing (sending emails into databases, cold calling on innocent people, even push chat) can not last. The whole concept of permission marketing will become obsolete. So don’t worry about cookie legislation – it doesn’t matter.
E. All widgets will go away. Only content that is genuinely integrated, will be accepted by the target audience. Many companies are pulling social conversations into their corporate websites. Forget about it – for real value, people will look elsewhere.
F. The full potential of video has not been explored yet. We will see live streams, augmented realities, dynamic, interactive video. This will change our perception of reality.
G. Competition will have to be redefined, simply because in a more integrated world, comparing alternatives will not be straightforward at all. Consumers will buy access to meaningful interactions, not just products.
H. Social Search is just another way of saying that people point people to meaningful content and connections. Like in the old days. To keep up, search marketing and Marketing Automation systems will first become super sophisticated, then obsolete and eventually banned by governments (not just the dictatorial ones).