A report from research firm The Meta Group suggests that some websites may be growing too old to suit the growing number of broadband users. At first pass, it feels a little odd to describe anything internet-related as too old
. Yet, upon reflection, and in the spirit of the Meta Group’s research, too old seems to simply mean that the site still runs on an early-generation, home-grown platform lacking by modern performance standards. That makes total sense, especially for marketers in a crowded, commoditized market. We at avant|marketer like this kind of thinking, and want to suggest that it is not just the digital asset and content management systems that need to be looked at with fresh eyes. We think it makes strategic sense to give the whole site a good re-look and see if there might not be new testing opportunities site-wide. We are shocked at the amount of old clip art we’re still seeing, or how many stories we hear of secretaries from 5 years ago still being used as the photo on the welcome page. If things work, by all means, keep doing it; but never assume nothing else would work better. Don’t get rid of something just because it is old, but at the same time, don’t mistake old for good if you haven’t tested any possible improvements.
|
