Digital Existentialism – Part 1 – the new order of the website – MCBEM Solution System

In the dawn of millions of website being created every day, the one who stand different and meaningful stands out. There are so many ways that a Search Engine Optmiser and the design based aggregates websites do to make the website being popped out and stand unique. Lets now see ways by which the actual Business wise meaning of Existentialism on the website link to the core business concept.

Website earlier where just informational, then the marketers tried to pitch that as a business alternative (shopping carts etc), but now, since everything is going online, these are considered an organisational transformation or existence in the internet. Which ideally means the existence of the organisation by flesh and blood in the world wide webspace. This is being noted through various forums recently and there are so many corporates who are trying to draft their plans for the online existence.

Lets walk through varieties of reasons why they would do so… (through couple of instances, concepts, case studies etc..).

Firstly lets start with the basic concepts why people wanted website

  • Information Sharing
  • Service Proposition
  • Web Selling
  • Mandatory Needs
  • Corporate Communication
  • Media Strategy
  • Concept Sharing
  • Technology Extension
  • Experience Sharing

If we categorize the above things based on ideation source, then one thing that will stand completely common to all is the phrase “Information/Idea/Sharing/Mass communication”. Most of the time, the website are done to please the owner/decision maker. Designers use their atmost skill is presenting the whatever needed to make the website looks completely stunning. While designing the website only very few think about the actual person the website is done for. Still there are so many who will not accept with the view that the website has to be done for the target audience or the client/prospective clients through online medium and NOT to the decision makers or owners of business.

That leaves us to a very interesting question, So who can ideally decide on the design of the website? This DEFINITELY CANNOT BE OWNER OF THE BUSINESS OR WEBSITE DESIGNER OR ANY OTHER MANAGER. If there would be a BIG corporate then one of the department who should be involved in the initial process are the “Support”/”Sales”/Customer Support Teams. the people who are in touch with the customers on a daily basis. So lets move away from this point by just noting down the problem statement –

“Problem Statement 1 – How can we derive the optimal design (online) either website or software or UI that would suit our clients”

If we then go the the next stage where the Software now a days are termed as Service, Products, Productized service and service based products (incremental selling based on the usage). While considering the dynamics of this, we should also see how complicated that would be if we try to strategies these for bringing on to website or any online communication or even design based communication. There are so many instances of companies being the front runner, and hence there is always a false thought of setting up trends rather following a real need based research. While we see these are a seperately existing concepts, there is again a convergence for these when it comes to mass communication especially in the web medium where the clusters are too high. That brings us to the next problem statement
“Problem Statement 2 – How can we position our online communication based on the products/services that we sell (assuming target audience behavior is known)”

Lets move to the interactivity segment, there has been much advancement in this area, we are much forward from the simple html based websites to much more advanced versions. In this age, there is definitely a tempting factor of referencing done on the technical plugins that are going inside the website. Again there has to be a orientation of these against the concept that is being portrayed through the communication. More so it should be in a way that the communication gels with the interactivity used. There is nothing wrong in using the same, as long as it is communicating the message of corporate. For e.g – I ve seen a website of a textile brand who for the sake of much needed interactivity has created a plugin based interactivity where the user can put the clothes to a already created model like character and see how that would look. the problem of these are that we cannot predict nature of human being, and the target audience, as everyone is unique, failure of relative model will result in loosing the client because of dilemma. In the same instance, if the same be limited to just showing the colours and texture of the material there is a equal treatment. Hence interactivity has to be treated much more carefully than how its done now.

“Problem Statement 3 – What would be right combination of interactivity for my website”

The next comes the obvious question of whether to go in for a technically stuffed high priced website or to go with KISS strategy (Keep It Simple Stupid Strategy). There are many a times corporates take the high technical route and end up in a spot where even a small change would cost them several thousands of dollars. There is definitely the other extremes too. Fot e.g the Real Estate Db in India is so decentralised that every one actually uses extremely cost effective way to pull attention to their projects. We can see a project for sale of apartments in two different category with different pricing, different numbers etc.. So that would mean that KISS Strategy does not work well to protect the truthness of the information.

“Problem Statement 4 – When should someone invest more in technology, and when they should Keep it simple as much as possible”

Lets analyse another key point before we wrap this. We have discussed about all the indirect elements of the online communication or the website concepts. Lets now touch base one of the key things that every company undergoes on a yearly basis – “Change” and “Growth” (Diversification). This has a direct impact with lots of communication based companies suggests today with their multi million dollar bills for every brand amendments. As a corporate (small and medium sized companies) what should be the position that has to be taken for the online space. At end of the day, if this is caught wrong, everything would go wrong.

Problem Statement 5 – What is the Brand Communication that I should portray in my online communication

These are just beginnings of the dilemmas and misconceptions that are prevailing today because of the sudden splurge of companies, they do anything and everything to satisfy clients in faster way rather than proper way. There are so many questions that needs to be carefully analysed (specially for small and medium companies) before suggesting or executing any projects.

There are so many questions that needs to be asked and answered. This is just part 1 of the entire series, I hope I can have your audience through out my posts in this blog. If you like it please subscribe for the same.

Self promotion 🙂 – Being a certified Process analyst and more than decade experience in managing change and innovation in growing companies. I give concept based consulting activity for Small and Medium companies globally answering some of their very basic and much needed questions and also giving online solutions for their jump start for becoming big.

Lissodelphis a service offering from MediaMetrics does this using MCBEM Solution system. They have a great Case Study for Small and Medium Companies.

Sathish Sampath

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