Do Corporate Get The Web?
Posted on May 9th, 2007 by Simon ChenThis week is only half over and I’m not so sure of the answer to this question.
I’ll tell you why. And then you tell me what you think…
Client A: Receives 12,000 bookings online a month for their product yet pay lip service to things like search engine optimisation, email marketing, search engine marketing, blogging, or any sort of split testing. They do however want to make sure that their logo is positioned correctly on the website, that their outdoor advertising is spot on, that they book the right hand page in the Fin Review etc. When we told them to start charging a $2 booking fee for every online transcaction, they thought we were mad. (Lets see, 12,000 x $2 bucks = $24K a month). You’re right. It’s a silly idea. Specially when everyone else does it.
Client B: Part of a huge US$5.3 billion dollar congolmerate yet can’t find $34K to rebuild 3 separate websites. Their average unit price of the product they sell is around $20 grand. They do however waste a shitload of money on magazine advertising, general press and brochureware. Pity their market (and their competition) fish elsewhere.
Client C: Hugely successful online company. $30 million in the bank. Profitable. Savvy marketers. Dont see the value in blogging and reckon they dont have the resource to split test their email marketing. They also arent able to work out how to load any sort of analytics to their site (more the case of they dont want to) because they dont see the value in knowing what happens once a visitor arrives. Thinks a “decision path” is what you experience if you inadvertently walk into a baptist church in “Mobeele” Alabama and you’re an aetheist.
All of these companies are so focussed on the numbers for the quarter and the immediate problem in front of them that they dont make time for any sort of analysis or planning.
To be honest, I think that a lot of these folks in the 3 companies mentioned are still hoping like crazy that the web will sort of just calm down. Or go away.
Maybe its my fault. Damn.
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May 10th, 2007 at 3:50 am
Arrrgh! dePRESsing… 11 years I have been at it. Fortunately, the answer to your question seems to be “yes” more and more. working with client’s data, we can see that’s the darn animal is alive and well. But you’re right; there’s still a fight to be fought in favor of the Web.
Man! Aren’t we in 2007??