Mary Schmidt posted today about corporations that abandon their websites. A truly prescient post, one all of us in corporate marketing should read…twice.
My Bottom Line Perspective: Marketing, advertising and PR aren’t dead in their present incarnations (yet). But, all three are changing radically in both definition and execution. The successful companies in the Intention Economy will be the ones who realize marketing is everything you do – not just a department, glossy brochure, or goofy advertising campaign. Who needs hard copy slicks and dead wood media ads when you have millions already looking for (and finding) you? Will you be ready when they do? Can you communicate (and thus compete) effectively?
I’m fighting just this battle right now, and frankly, I’m not sure at all of the outcome. Although it takes me minutes to tweak a corporate site, it can take weeks and even months to get new campaigns approved, or to get the ball rolling on a bit of obvious pr. Frankly, the whole thing is tiring, and it makes one wonder if the effort is even worth it.
I could rant on for several pages on the issue, but I’ll summarize: inaction due to process can hamstring your marketing efforts. Failure to devote resources to getting the message out internally as well as externally can cripple – never forget that you’ve got to first sell your staff, as even the lowliest employee is a marketing resource. Speed and action make you active, rather than reactive. If all your marketing is being driven by external issues, rather than directed from inside, you’ve lost control.
When was the last time you substantively updated your site? Is your website’s message really the message you are trying to convey? Or is your message “no one is home, please turn out the lights!”