marketing you can measure™
020 7061 6426electronic commerce > e-commerce > ecommerce : See Google Trends for more detail and a graphical interpretation
The business implications: don’t get left behind
My advice is check how your company refers to its electronic/online products. Your users may have moved on. Don't get left behind, particularly when it comes to search marketing. Check the keyword volumes on Google Trends and Google Insights for search.
Drop the dubs?
The jury is still out on dub-dub-dubs (www). A number of companies (including some major high street names) have been dropping the dubs from their offline marketing.
Simple technology has allowed these companies to send web traffic to the right places. The webmaster can simply run a re-direct on the www. part of the address and map users either from non-www addresses to their equivalent www addresses or vice-versa.
Marks & Spencer
marksandspencer.com is used in their marketing material and the user is sent to www.marksandspencer.com.
Younger web companies have even launched their businesses without the www. Including wordpress.com, twitter.com and technorati.com.
So, what shall I do?
My advice is not to use www in your offline material (especially when making speeches!) but do use the www. reference online. However, the dubs still have a place online. They can help less-savvy users differentiate between a company’s services: For example, www.yahoo.com and mail.yahoo.com.
E-consultancy to Econsultancy
E-consultancy.com, the biggest online community for digital marketing professionals have taken the leap, and have been econsultancy.com for a few months now. With some nimble SEO adjustments they have managed to switch their web address from www.e-consultancy.com to econsultancy.com. Note the double-whammy of dropping the www and the hyphen at the same time.
If you want to find out more read the SEO advice on how Econsultancy migrated their website on the Econsultancy forums. It’s a piece from 2008 but it still contains some good nuggets of SEO information
If you’ve made similar changes within your own business or organisation we’d love to hear you.
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The online world is maturing. Much of the jargon associated with the internet is no longer regarded as such. Instead much has passed into the collective vocabulary, becoming part of everyday conversations, particularly in the realm of social media.
This evolution has even begun to affect basic spelling. For example the hyphens once associated with e-commerce, e-mail and the like have disappeared and now you don't even need bother with the dub-dub-dubs (www). Of course all of this has been technically possible since the advent of the world wide web but the practice has only recently been adopted by end-users.
As our Head of Consultancy, Robin helps Coast Digital clients develop and grow their business through expert consultancy, digital marketing advice and guidance. He joined the team at Coast Digital in 2006 and works with the majority of our clients.
Robin has worked in digital since 2000 - seeing in the last days of the .com boom, sticking with digital through the bang and since then, helping to advise companies on their digital developments and strategy.
He has held positions both client-side and agency-side, working with a number of FTSE/NASDAQ-listed companies and international NGOs.
He has worked on all aspects of web – from developing business cases to specifying requirements, designing and marketing websites to running a web management team. Robin contributes to a number of blogs in his spare time.
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