No entries since June, in fact the year has been a bit of blur. We were playing foosball in January and then February hit and the business went into overdrive. This wasn’t unexpected but the sudden intensity was a bit of a shock to the system. From all accounts the rapid uptick in enterprise Web Content Management projects has been widespread with many vendors reporting triple digit revenue growth. It seems the web may have been the antidote for the GFC. After all, the Web channel is a relatively inexpensive medium compared to TV, print and radio and if it’s done well it can be a lot more effective.
This got me thinking. In a market which is full of vendors and potential customers how do you target your offering, what is your point of differentiation and where is your sweet spot? I love graphs and I visualised this 2 x 2…
Right now in the year 2009 there are still many organisations that are just discovering that they can manage their own website. On the other hand, there are many organisations with in-house web teams embracing social media and forging concepts that may indeed become known as “web 3.0”.
In the middle of these diametrically opposed organisations (technologically speaking) is corporate middle Australia. These are organisations with moderate web maturity. They’ve learnt some hard lessons and are only beginning to implement 2nd and 3rd generation solutions. They tend to outsource their web requirements but have moved to bring in limited web resources, moving responsibility away from I.T into the hands of marketing (or should I say, marketing has wrested control from I.T.)
These organisations are quickly developing an appetite for online marketing and ecommerce. High end vendors may scoff at these relative newbies as “difficult” but they do so at their peril.
These are the organisations we love to help and this is where our technology offering excels. This is our sweet spot!
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