|
|
To maintain timeliness, consistency, and competitive
advantage, a web site must evolve over time. Otherwise, value as a
promotional medium and information resource declines.
At its creation, a web site is a snap shot of a business
and its offerings positioned in a competitive environment. In the
rare cases that a business and its competitive environment don’t
change, creation of a web site is a one-shot deal, a photograph for
the company album. However, for everyone else living in the real world,
web sites must become a movie over time, evolving with its business
development, competition, and customer needs.
|
TRIGGERS & RATIONALE
FOR WEB SITE CHANGE
|
| TIMELINESS |
 |
Company news: financials, mergers and acquisitions,
strategic alliances, awards, appointments |
| |
New or repositioned products or services |
| |
Promotional strategies in other media which
can be coordinated with web content |
| |
Changes in company strategies that change
promotional priorities
|
|
| CONSISTENCY |
| |
Messages to current and prospective customers:
To avoid conflict and confusion, web content must mesh
with other promotional messages
|
|
COMPETITIVE
ADVANTAGE |
| |
Competitor activity that changes product
strategy |
| |
Innovation in competitors’ web sites
that makes theirs look like New York Super Fudge Chunk
next to your plain vanilla |
| |
Advances in web technology that enable
new site features previously unavailable or prohibitively
expensive |
|
|
