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Systematic
Marketing

Last week I was at the Arts Marketing Association Digiday where Carol Jones made the comment that “… it’s not about the tech, done properly you don’t even notice it”.

Immediately my thoughts jumped back to our first brochure (about 1990!) which started with a quote that “… the true test of successful implementation of IT … will be when we do not notice it is there”.

Believed it then, believe it now.

Russell

You probably already have a website. You might quite like your website. It looks nice and you seem to get plenty of visitors. So it’s doing its job, right?

When you first had your website built did you have a clear objective, did you know what you wanted to achieve once the website was up and running? Maybe you wanted more customers to buy tickets online? Maybe you wanted more membership sign ups? Maybe you didn’t even think about it.

And if you didn’t think about it you wouldn’t be alone. Lots of organisations set up their website without any clear idea of why they are doing it and it ends up costing them money rather than doing what it should be doing, which is making them money.

Stop and think about your website.

  • What does it do for your organisation?
  • Does it make your organisation more profitable?
  • How are you measuring the success of your website?
  • Is your website vital to how profitable your organisation is?
  • Is your website effective?
  • Does it work for your target market?

Can you answer each of these questions? You should be able to and it should be easy to see whether your website is as effective as it should be. If you can’t answer these questions or it becomes clear that your website isn’t working as hard as it should then it’s time to change the status quo.

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