Steve Rubel is a “beyond the dashboard” digital commentator. That’s what I love about him. He doesn’t spend his day looking through the rearview mirror, he looks ahead. Check out this Paste from his stream today:
“I believe business web sites will become less important over time. They will be primarily transactional and/or for utility. Brands will shift more of their dollars and resources to creating robust presence where people already are and figure out how to activate employees en masse in a way that builds relationships and drives traffic back to their sites to complete transactions. Media companies will do the same – they will be “headless.” Google and search will remain important for years to come. However, what we’re seeing is the beginning of big changes where social networking and Facebook will further disrupt advertising, media, one-to-one and one-to-many communications, not to mention search.”
Beyond the Dasboard
I like to look forward too — beyond the car dashboard as the metaphor goes. And a car metaphor is appropriate when talking about Facebook, Google and social media. Content is still king in my book. Mr Rubel’s very believable notion that corporate websites will diminish in importance, save for transactions, is accurate. Today. But I see Facebook, right now, as the highway. The road that takes you somewhere. It’s a highway filled with signs, and people and so much traffic that you can learn lots by being there, yet it’s still just a highway. Corporate websites are losing relevance because they have no pulse. They tend to be static. The action, the pulse, is on the highway. Google is the map and the directory and it’s fighting with the signs and the traffic. (Check out Mr. Rubel’s post for some comparative traffic numbers showing Facebook overtaking Google by some measures.)
Content Still King
As we settle down and as companies being to truly invest in bringing their brands and value proposition to life through their web presences, corporate websites will come back in importance. All this talk about the conversation is great. But at some point the conversation has to stop so commerce can start. Corporate marketers will learn this soon enough. That’s the future Yo.