southparc.

I love liquid. Why? Because it’s flexible, it adapts. And I’m getting really fascinated by the new (technical) possibilities for the web. Liquid websites are great, because they are build with only one target in mind: relevance!

A liquid website contains all content a certain company/brand/person wants to share with the world. Information, stories, news, pictures, schedules, graphs, videos, music, posts… you name it. But it’s not thrown in your face. No! All this (branded) content is patiently waiting to be activated by a visitor, hoping to be relevant. Pick me, pick me!

Assuming a website fascinates you, or at least has something interesting, you will return and a liquid website will learn from your visits, your clicks… and adapts. The more you come back, the smarter it gets, improving relevance time after time.

Does it work? Can it be done? Hell yeah, ever heard of Google?

Ben

Good day sir, can ik help you? - Martini, please. - Would you like some ice? - Yes, please. - Cubes or crushed? - Cubes. - Lemon? - No, thanx. - Olive? - Yep. - Tumbler, long-drink or cocktail glass? - Tumbler, please. - Anything else? - Some of those peanuts would be great. - Of course sir, here you go…

Thanks, buddy. That was a great Martini. Next time I’ll bring my friends…

Although modern technology offers us a lot of new channels and tools, the nature of marketing has not changed. You still have to make a serious effort to find out what your customers (or fans, or friends) really want. Ask, listen, respond. It’s not about all you have to offer or all you want to tell. It’s only about what’s relevant to them.

In my opinion, a solid 2.o strategy is based on relevance. Do you agree?

Ben

Nice to meet you mr Jones. Likewise. Got a website? Yes, of course! Why? Uhhh, what do you mean? Well, what’s the purpose of your website? Uhhh… be out there and tell our story! I see. Any other targets set? Uhhh, no. Okay, so your website is more or less a digital brochure, right? Uhhh, yeah. Does anybody care about your story? Uhhh, I don’t know, to be honest… Do your visitors ever return? Uhhh…

Are you relevant to them? Uhhhhhhhhhhhhhhhhhhhhhhhh…

Ben

A growing number of experts claim that “Advertsing is dead” and the post-advertising age is here. Old school ‘interruption’ tactics are over. Consumers have taken control of media and are powerful enough to completely ignore you. The only stuff they will see is the stuff they choose to see. So getting attention comes down to developing a distinctive story, creating great branded content that is both interesting and relevant, and make it available in a smart way.

We agree. Do you?

Ben

‘Make’em love you or hate you. Just don’t leave them indifferent’. Pretty straight forward quote we found on the web.

We  think brands are a lot like human beings. You can fall in love with them. Be loyal to them. Want to spent time with them. Develop a relationship. And like with friends, open dialogues are vital for mutual understanding and respect.

That’s why brands should alow their corporate content to spread to many social communities and join global conversations on all relevant topics. And, if possible, facilitate these conversations in or near their own website, improving trust, relevance and credibility.

As a result, we expect corporate sites to become more like platforms for customer discussions and not just brand/product pitches.

Question: are corporate websites getting irrelevant due to the new way of info sharing?

Ben