Having a strategy for your online development and marketing ensures you spend wisely and get a great return on investment. Not having a strategy is like going on a road trip without a map.
A web strategy is so much more than a web site, in the same way a marketing strategy is more than the individual marketing components. A web strategy is about how you use web based technologies for your organisation / business.
Technology itself cannot resolve fundamental issues. Your business needs to utilise technology in smart and effective / efficient ways to help it connect with and provide for the users (or community) that are likely to or already have an interest in your offerings.
Many web sites are seen as the strategy, yet fail to provide any meaningful results for the business investment. In essence, most are little more than modern brochureware sites that may work well and look nice, but fail to be anything other than a small part of the organisation’s offerings.
A web strategy seeks to identify all the opportunities that are suitable for effective web technology, which includes understanding the audience, knowing the capacity and resources of the organisation, being across the broadest possible coverage of technological issues and creating a vision and roadmap of how to find the sweet spot between them all.
Jeremiah Owyang expresses it as finding the web strategy balance between the three spheres of web strategy: community, business and technology.
Developing a strategy doesn’t have to take countless resources and time away from the project. We work with each client individually to create strategies that will work for their business. It’s time and money well spent.