Brand Websites in the Mobile, Cross-Device Era

Brand Websites in the Mobile, Cross-Device Era

What does the distributed, multi-device reality mean for the original channel — the brand website?

  • by Sound Publishing
  • Tuesday, February 6, 2018 9:22am
  • Marketplace

Websites have been the core of companies’ digital identities since the advent of the internet. But today’s world is radically different. Now brand web presences have multiplied, distributed across Facebook, Snapchat, Instagram, Twitter, YouTube and LinkedIn, across Glassdoor and Indeed, within the sprawling environments of an Amazon, in the App Store, and of course within Google search results. And within each of these growing channels, consumers are accessing brands across mobile, tablet and desktop — alternating between them in ways that continue to bedevil marketers. This distributed, multi-device reality presents ongoing challenges for marketers as they seek to keep up. But what does it mean for the original channel — the brand website?

Looking back, websites once had to be all those things: stores, blogs, brochures, portals for new hires and new business and two-way channels for conversations with customers. Now that most of those functions have been improved via specialized third-party sites and services, the role of websites have changed.

Websites are still the cornerstones of online presences. They are the primary nexus for news, information, content, job postings and executive profiles. The difference is that now it the websites function as archives and central repositories of this content, rather than the front pages for it. What can be found on company websites can be found elsewhere, sure, but only on the websites does the content make sense as part of coordinated business wholes.

The other benefit of inbound website traffic is that it is the best place to gain a better understanding of leads, prospects and consumers. By offering insights, research, webinars, exclusive content and/or offers, websites provide unrivaled portals through which to gather the data that then informs outbound sales and marketing efforts. It’s not as easy to gather that data through all the extensions of brands. Social platforms, in particular, have privacy policies that prevent such data from winding up in companies’ hands. Websites are still the best places for it.

Furthermore — and this can’t be understated — websites are the most definitive articulations of companies’ brand identities. The colors, fonts and overall user experiences communicate the personalities of brands in succinct and enduring fashions that can’t be accomplished within the curated environments of social platforms and other extended channels, where all content is rendered uniformly and where brands’ own content appears alongside other user-generated material that may have nothing to do with their messages.

That’s why you see so many resources going into the design of websites. Earlier web services focused on executing functioning sites with reliable back-ends, but services like Wix and Squarespace have moved all of that to the background. Today, most of the energy in creating websites goes into their design and user interfaces, which are the very things which create lasting brand impressions.

Some thought that websites wouldn’t survive the changes that have come to our digital lives. On the contrary, their role remains crucial. As long as websites are mobile-responsive, websites function today much as they have for the last two decades: as the primary digital presences for companies, the nucleus of an ever-expanding set of channels for the expression of brands.

Fortunately, there’s more opportunity than ever for SMBs to build websites, either by working directly with marketing services partners, or through a do-it-yourself (DIY) or do-it-with-me (DIWM) models. Content studios, ad agencies, local media companies and other ad services providers, including Sound Publishing, can help companies build and design websites to grow their businesses. At Sound, we can get started on a revamped, mobile-responsive website that will work across devices to reach audiences wherever they are.

The news and editorial staff of Sound Publishing, Inc. had no role in the preparation of this post. The views and opinions expressed in this sponsored post are those of the advertiser and do not reflect those of Sound Publishing, Inc.

Sound Publishing, Inc. does not accept liability for any loss or damages caused by the use of any products, nor do we endorse any products posted in our Marketplace.

More in Marketplace

m
Best Kratom Vendors (2023) Top-Rated Kratom Brand Products That Work

Kratom strains in the form of kratom powders and kratom capsules can… Continue reading

m
Write My Paper For Me: 7 Best Services Right Now

Once upon a time, there was a diligent student named Emily. She… Continue reading

main
New Legal Delta 9 THC Gummies For Sale In The USA

Farm bill loophole legalizes delta-9 THC gummies in the US. Here’s how… Continue reading

1
Friday Plans Cost vs. Benefits: Friday Plans Viagra Review

I Tried Friday Plans, Here’s My Friday Plans Viagra Review. If you’re… Continue reading

m
Best Red Vein Kratom 2022

In recent years, kratom (Mitragyna speciosa) has surged in popularity in the… Continue reading

1
Bad ProDentim Side Effects or Negative Complaints to Worry About?

The health industry is flourishing right now because of its versatile offerings.… Continue reading

m
Audien Atom Reviews – Premium Hearing Aid with Portable Wireless Charging?

Have conversations lately been difficult for you to follow? Feel as though… Continue reading

m
Tea Burn Reviews – Phony Results or Legit Benefits? 2023 Customer Update

Tea Burn is a revolutionary new weight loss supplement specifically designed to… Continue reading

m
Delivered To Your Doorstep: Ruukies and The Best Delta 8 Gummies On The Market

Google SEO Description: Our Delta 8 THC gummies are flat-out delicious and… Continue reading

5 Best Cheap Assignment Writing Services

Finding an affordable service is one of the main priorities for the… Continue reading

m
Vallant Security Camera Reviews – Does It Work? What to Know Before Buy!

The Vallant Security Camera is a device that allows users to keep… Continue reading

m
Hilipert Heated Vest Reviews – Is It Legit or Waste of Money?

What if you could go out in the rain and snow and… Continue reading