Time to Pull the Plug on Branded Websites?

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sohaibmasood
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Proponent

@Mitch: I agree with you completely. Brands need to focus on all platforms through which they can exchange information with their consumers. Website, social networks etc should all be considered as tools for reaching out to the target market and to get feedback from them. 

The decision to engage in each platform is a difficult one. It varies from brand to brand and from industry to industry. Like you said, many retailers have closed their fb stores since it had limitations. On the other hand, some brands are effectively using social networks to promote their business. 

Mitch Wagner
User Rank
Blogger

I recall an anecdote the blogger Cory Doctorow tells about a London barber who got significant business from Internet marketing without even knowing how to use a computer. He got good reviews on review sites. 

While it's still important for businesss to have their own Websites, it's equally important they be active online whereever their customers are. 

smkinoshita
User Rank
Blogger

The decision of where the focus should be -- the corporate site or the network site -- is more than a matter of size.  There are a lot of factors at play here.

Consider:
  • How often could you update? (A static branded site looks better than a forgotten Facebook page)
  • Does your staff know how to engage?
  • What offers are appropriate?
  • How much control are you willing to give up?
  • Where are your sales made -- online or off?
  • What is the purpose, and how will it benefit the business?

I don't think the problem is the branded website, it's brands not knowing what they're going to do with their web presence before going online.  I don't think dumping the focus from the corporate page is a good idea unless the brand has bothered to figure out what its customers want from it online and how it can benefit from the interaction.

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