Online marketing and the shakedown 2.0

It looks as if the financial services market is about to go through a major recession. But within every recession the seeds of recovery are always sown and the commercial realism for the economic failing is brought to light. The result is always a shakedown and a more realistic realignment of the industry.

For instance, it now seems patently obvious that house prices can’t indefinitely increase at 20-30 per cent a year.

You may remember going through a similar phenomenon in the dotcom crash. At the time we were all excited about the birth of a new economy that didn’t obey traditional financial rules. However, the hard logic of return on investment and profitability exposed the flaws in and the like. The shakedown came and the internet industry grew up and started to act like a proper business.

On a smaller scale there is a shakedown and realignment taking place in our internet marketing industry now.

For many years we have read about the impending demise of the advertising and marketing agencies, the decline of the newspaper and PR industries because of the new logic inherent in the internet as a communication channel.

The realignment and shakedown is actually coming for the online agencies who hold on to the illusion that the most valuable asset to their clients is website design and build. The real value to your customer lies – as it always has done – in the content and the people who understand how to use it to to influence and engage.

2 Responses

  1. Nice take on the business side of things. I would add that relevant content does require good design or else no one will ever notice it.

    Great info,

    Ian Alexander

    Vice President, Content Management
    EAT MEDIA: For the Content Hungry

  2. Thanks Ian,

    You are right we would not advocate ignoring design. But we see design as very much a supporting role that makes content work harder for you.

    What we were trying to get across in the article is pointing out the real value for your customers and I don’t see traditional design and build doing that anymore. The real worth comes from attention grabbing, engaging (you know all the adjectives) content

    As a thought experiment – a poorly designed site with great content would work (if sub optimally). The opposite would not be true.

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