Strategy
We think of web sites as Business Tools that need to provide measurable value and return on investment…to help build market share, support an advertising campaign, assist customers in the shopping process, tie to your supply chain, communicate with your dealers, etc.
Your web site is only one of many components of your business. We begin by understanding how your web strategy fits within your overall business and marketing strategy. Then we learn as much as possible about your business' and customers' needs. We use two proprietary strategic tools that we've finely honed over the years.
1969's Strategic LensOur Strategic Lens provides a "Top Down" and "Bottom Up" way of looking at your business to answer the following questions:
- What drives demand in your category?
- What do your customers believe about your category?
- What drives your customers' purchase decisions?
- Why do you win some customers and lose others?
- How can we build the greatest bond between you and your customers?
Our P.E.R.F.O.R.M. Analysis provides a qualitative and quantitative ranking of your company against the competition. We use 35 metrics to measure your web presence against those of your primary and secondary competitors. This framework identifies the "sweet spot" in the market and provides a clear path to competitive advantage.
- Performance: The site's responsiveness and efficiency
- Exposure: The site's ranking in major search engines
- Responsibility: The site's trustworthiness
- Functionality: The site's fulfillment of its objectives and interactive facilitation of customer acquisition/retention
- Organization: The site's navigation and information architecture
- Readability: The site's clear format and concise message
- Marketing: The site's role in building and differentiating brand equity
Our experience in the business has proven that this upfront thinking provides the foundation for a successful web strategy.