Connected Web Strategy
I’ve been thinking about web strategy a lot lately. The current economy has made many businesses re-evaluate their marketing plans. Companies justifiably see the web as a great “free” resource for marketing. So many tools exist today - many of which were covered in recent posts here - that getting the word out online is quick, easy and effective.At the same time, a disjointed web strategy can send confusing messages to the market. Web marketers must take care to integrate all of the elements of their web presence. Whether a company uses blogs, Twitter, Facebook or all of the above, the tone and content of messages sent should be consistent across these media. A snarky, abrasive tone in Tweets can reduce the effectiveness of thoughtful blog posts, etc. The brand must be consistently represented in all marketing vehicles.Policy questions aside, Barack Obama’s campaign (and now administration) offer one of the best examples of consistent, connected web strategy ever seen. His tweets link to YouTube videos of his speeches which refer to his website where people can find blogs and chat rooms to discuss his ideas. The tone, message and style of each of these elements is consistent and drives interest and engagement from followers.He has taken it a step further with www.change.gov - his transition team’s website. By bringing the campaign’s web savvy to his administration, more people than ever before will become wired to the inner workings of government. The potential for an engaged citizenry is enormous.The web offers tremendous opportunities for low cost, highly effective marketing. The key to success is a holistic strategy with the brand at the center.