Ian Elmes (my father-in-law-to-be) is a distinguished architect for the Quartek Group. Like most traditional professions, when someone mentions they’re an architect, it’s inherently understood what they do.
For the most part, architects plan, design and supervise the construction of buildings for people to occupy and use. Most importantly, architects along with their team of planners, engineers, and designers bring “living space” to life. They create “destinations,” which meet both the requirements of the client and their guests and visitors.
We Create Homes Too
More and more, as the digital marketing landscape grows in complexity, I often remind people that creating a web strategy is very similar to building, decorating (re-decorating), and inviting guests to your home.
Before you ask people to come over, you need to get your home (website) ready. If you’re in the building or re-decorating stage your focus should not only be on your needs, but on the needs of your guests (entertainment & education) and what will encourage them to stick around (interactive media & content).
Next, start to think about the different rooms in your home and how they all serve a different purpose, from the decor and furniture (branding and design) to the living room (community and conversation). Once your home is ready for guests it’s time to show them how to get to the front door (advertising).
Lastly, before your guests leave, make sure you get permission to connect with them again to let them know when the next ‘get-together’ is (loyalty).
The point?
Before fiddling around with search engine marketing, social networks, email, mobile applications, wikis, widgets, and all the other buzz words you hear on a daily basis, make sure your home (on the web) is in order and ready to entertain guests.
So when can I expect an invite?
About the Author:
Mitch Fanning recently became VP of Strategy & Business Development for Fruition Interactive. He’s spent 10+ years (and put in his 10,000 hours) working with businesses of all sizes, from global brand (NBC.com, Nestle) to Canada’s fastest growing Internet companies ranked in the PROFIT 100, creating, selling, implementing both traditional and digital marketing opt-in strategies.
Photo credit Will Scullin
About Mitch Fanning
