Clayton Christensen’s New York Times article yesterday is an inspiration of clarity and the kind of out-of-the-box thinking we’ve come to expect from him but have found so absent in this political season.
We received an RFP for a B2B website the other day. It was worded in a way as to constrain response to clearly specified tasks. When the firm called and asked us what made us different from the half dozen other firms that received the RFP, I said, "possibly nothing." I wasn't being flippant, just acknowledging that most anybody can create a basic website, the cost is dropping and the tools are improving.
Tags:
marketing /
B2B /
information architecture /
marketing ecosystem /
differentiation /
RFP
4 comments / Click here to read comments
Professional services businesses include, but are not limited to lawyers, accountants, management consultants, financial services, marketing, PR, design, architecture, engineering and construction.
Tags:
marketing /
PR /
differentiation
3 comments / Click here to read comments
In — what we're all hoping are — these post-recession days, we're happy to be seeing a lot of activity from companies wanting to remake their long dormant websites. When I get to the point in the conversation in which I ask about the investment they wish to make, the answer is often gray. The subtext is that they will let the market dictate price. Following are 5 points I recommend companies gain some certainty around, prior to speaking with potential web design and development partners. Being clear on these points will help avoid ambiguity and aid in identifying the best firm for the job, which may or may not be the low price option.
Tags:
marketing /
technology /
web design /
B2B /
SEO /
rebranding /
PPC /
Flash /
differentiation /
CRM
2 comments / Click here to read comments
I separate the experience of creating "a website that differentiates" from creating a website. In 2009, anyone can create a website. Surprisingly few can create a differentiated website. What are the characteristics that make a website differentiated?
Brand strategy - brand strategy or positioning are fancy terms for professional differentiation. Listen to your customers, incorporate that intelligence into your own language and practice, share the kool-aid with your organization and feel great about being able to explain what you do with confidence while riding the elevator and talking to an impatient prospect. The website will come so much easier and faster when the brand is right.
Tags:
marketing /
web design /
branding /
SEO /
email marketing /
marketing ecosystem /
PR /
PPC /
Flash /
differentiation
2 comments / Click here to read comments
