The dot-com as a quarterly updated, rigidly templated content dumping ground is a relic. Consumers expect more from a brand website than the “digital brochures” of the past. In the age of social, the dot-com must be a vital component of the new media landscape--socially integrated, device agnostic, and always relevant. The new dot-com should be a platform for the brand to promote its content and activities to consumers, while encouraging and enabling its casual consumer to become an influential member of the brand’s community.
Your brand’s website isn’t dead, but it needs an overhaul. ECDs Ken Erke and Matt Marcus and tech director Micah Topping from R/GA Chicago reveal how to keep your big brand site relevant.