Web centralization vs. localization – where to place the cursor

Most international companies face the same dilemma: should we set up and manage our online presence centrally? Or should we let our local teams take responsibility? The answer is probably somewhere in the middle. It makes a lot of sense to design your end-to-end online user experience centrally, including navigation, information structure, page design, etc. Setting up centrally, then deploying locally certainly drives savings vs. starting from scratch in each country. Another great benefit is ensuring a consistent brand experience across countries. The next logical question then is, what is Read more…

“Web performance is an IT issue” … actually, it’s a business issue

Digital technologies have come far since the 90s. You’ll rarely have trouble finding technical people who can implement the services that your business and marketing teams want to provide for your audience. Of course, some things still can’t be achieved – or only at a very high cost – but it’s uncommon. Focus on your business, what you need to measure and what KPIs are essential. The technology will follow. The million-dollar question about web performance is not which technology you use to measure it but what you measure, i.e. Read more…

Digital transformation… are you on the right track?

Nowadays, most companies are leveraging the power of new technologies. They are adapting the way they engage with their audiences and, in some cases, are developing products and services specifically for online use. Still, some companies are pushing the “pause” button, wondering whether or not they’re on the right path. Is your digital transformation on the right path? Important questions to help with your assessment. Did you define clear business goals for your digital activities? Have you shared business goals across your company, in particular with your digital team? Are Read more…

5 keys to a strong online experience with your brand

Customers are encountering an ever-increasing number of brands, communication supports and communication messages wherever they turn. So more than ever, your company must make it easy for customers to find you, engage with you and do business with you. A unified and consolidated online brand experience is a must-have. Follow these 5 steps to ensure a unified online customer experience. 1) Understand your current situation. You need to have a holistic view of your company’s digital presence across your websites, mobile applications, social media pages, etc. 2) Provide a simple Read more…

Don’t let microsites get out of control

You probably hear many justifications for creating microsites: “I want to have a website that I can fully control.” “If I send my audience to the master company website, they may go somewhere else on the website, and they get away from the product lines I’m in charge of.” “The experience, design, and page templates of the master website don’t meet my needs.” “It’s easier and faster to create a new website than to get content published on the master company website.” “Leads from my area of the master website Read more…