Secrets of Successful Websites Part 1
The Internet market is less than ten years old, as of this writing. During that period the market has seen some spectacular successes and failures. But aside from those headlines, there are millions of others who have had varying degrees of success at presenting their products to the world through the virtual mall. Consider the fortunes of AOL, MP3, Amazon, and Encyclopedia Brittanica. In each case, the changing fortunes of the company in question was directly effected by the Internet, and also had a huge effect ON the development of the Internet.
Similarly, the aggregate effect of the hundreds of dotcoms that have come and gone from the radar screen over the past ten years are but a shadow of what’s to come. I say this not at all to forecast doom and gloom, but to underscore the vitality, and validity of the Internet. The world has changed forever, and we’re not about to go back to Sears catalogs.
The Internet has all the characteristics of a free market: equal low-cost access, free exchange of ALL kinds of information, goods services, financial transactions – a wealth of knowledge and treasure at our fingertips. It acts like a market, too—ever changing in every conceivable way financially, technologically, intellectually. And each change weeds out some weak sector, and encourages some other faction in a seemingly random fashion. We shall see that this action is not random, but another manifestation of Adam Smith’s ‘invisible hand’.
So this is the first key point of this article (or series of articles): the Internet is in a constant state of change. The implications of this are very important:
A few observations:
It is clear that over the next 10 years, businesses will either have a presence on the Internet, or they will be marginalized.
It is also very clear that owing to the fact that the Internet itself is in a constant state of change, so therefore, must be a successful Internet strategy. Gone are the days when one could just make an attractive document available on a server and expect the world to beat a path to their door. The competition in the Internet is growing daily, so that the market has grown into a huge commodity pit with voices shouting from all sides.
How does one have a reasonable expectation of success in this free-for-all? Well, the three main ingredients for success in any market, and especially the market of the Internet are:
Successful web sites are a constant feedback loop:
1. Analyze market conditions and opportunities.
2. Position your site to capitalize on those perceived conditions and opportunities.
3. Determine whether your positioning and analysis are on-target.
4. Adjust positioning, techniques and/or analysis as necessary.
5. Go Back to #1.
There are several strong points of browser technology. Rapid response time to mould your message to the market may be at the top of the list. Also, a near frictionless system of distribution: no postage, physical packaging. A rich variety of media to extend your message – sight, sound, movies, copy all meld seamlessly into the browser.
I could go on for quite a while on this tangent, but I don’t want to obscure the central message of this article (which I have saved until the end).
The fittest survive by adapting.
Website Secrets 2
Website Secrets 3
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