Since the existence of the Internet, companies have been trying to attract potential customers to their website through advertising, social media, SEO or PR in order to then convert them in business partners or buyers. That worked for a while, but the Internet will be different in 2016, because more than half of customers are no longer acquired via the website.
An example: Those who would like to buy a new product are not likely to visit all the websites of the relevant manufacturers. They are more likely to turn to one of the major trading portals – after having thoroughly informed themselves online about the advantages and disadvantages of each product.
The latest media providers feel even less tied to a website. Some of them have millions of social media fans, meaning that they no longer need their own website to address their audience. IT decision-makers should therefore begin using new channels instead of wasting their time trying to lure to their own website those who can also be reached on a platform.
The message for IT managers in 2016 is thus: Those who are still primarily focused on attracting a supposed target group to their own website run the risk of losing valuable leads. Although websites are not likely to completely die out just yet, their role as the main distribution channel is coming to an end. (Source: Hotwire/bs)