Jeremiah Owyang recently held a contest on his blog to answer the question: “What is the future of Corporate Websites in 5 years?”. Being a web strategy *firm* I felt it appropriate to answer the question here.
First of all I see the market already trending from the stale, static, “brochure sites” into the next level of interactivity. While this trend is great (albeit late) the interactivity, at this point for the majority, appears to be one-way. It’s great for a company to use a CMS or blog to keep their website constantly updated. Consumers (and Google) love that. But the future is in transparent, two-way interaction.
Corporations will be “crowd-sourcing” their corporate website, bringing down the wall, and letting user generated content flow to the top – whether good or bad. Corporate websites will be the center point for discussion between the consumer and the business. They will (and should start right away), using crowd sourced systems for feature requests, feedback, and ideas (a la Dell).
Social Media tools, services, and communication will be a cornerstone for successful corporate web presences. These tools will promote and facilitate the practice of Word Of Mouth Marketing (WOMM) as well as the implementation of crowd sourced content.
And that’s just the tip of the iceberg for a web strategy of the future. This does not take into account your relationship with partners and ways you can empower your employees using these social, transparent, and external sourced web technologies… That’s a whole different ball game that should be embraced in an overall web strategy.
Are you interested in taking your website to this level? Want to formulate a web strategy that is transparent? Let us know.
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