Can you be 21st century savvy?

BY KEITH DUNBAR

It seems to me that there is always a new gadget on the horizon, always a new and faster something right around the corner. As a populace we line up to get the latest, to be the first on our block to have or use whatever it is–to be on the edge, so to speak, or more likely, to feel that we are not being left behind. In business I always recommend that we try to take advantage of innovation, reward creativity and strive be near the cutting edge while avoiding the bleeding edge.
So to me it is always about balance–balancing the needs and wants of today’s technology while adapting and reacting to ever-changing opportunities that present themselves–mixing today’s technology with some good old common sense to create success now and in the future.
Being “older than dirt” (see Building Business–BXM, January 2010), I’ve been around long enough to note the predictions for the coming of flying cars, lightsabers and the paperless office promised by various forecasters. But regardless of how many predictions have come and gone, there are many advantages of doing business in this 21st century, and our ability to communicate has been dramatically transformed.
Today, when you’re looking to fill some need, be it Chinese takeout or an auto repair, you grab the Yellow Pages, right? I’m guessing those days are gone. More likely, you start with an Internet search on Google, Yahoo, Bing or other search engine to narrow down the choices. Or when you’re communicating to those important to you or your business, you call each and every one personally. Probably not. Chances are you send off an email replete with attached photos to show everyone why what happened in Vegas should have stayed in Vegas.
The various technologies that ARE the Internet have had an impact that has changed the way we lead our personal and business lives. So from a business perspective, what advantages can it offer you?
First and foremost, the internet allows you to make your best first impression with potential customers through your company website. This is your foot in the door, and the best part of the equation is that your soon-to-be customer is the one doing the legwork. But remember, like all first impressions, it will be lasting, and you need to make the most of it.
Building a new web site, or adapting one to take advantage of new technologies, is one of the most important tasks a company can undertake these days. There are many things to consider, and, like any project, the task requires the attention and planning necessary to reach the desired end. Take the time to evaluate your communication goals and find the right professional to make it a reality. While you might get some satisfaction having your neighbor’s teen build your site for pizza and video game rentals, chances are the final result won’t give nearly the same satisfaction to potential customers.
Oh, and don’t be dazzled by technology for the sake of technology. Use it appropriately to meet your overall communication goals. Most of us don’t require a site with constant moving bits, zooming logos and other distractions. The best advice here is to follow some common sense and apply the KISS principle. No, it has nothing to do with Gene Simmons–it stands for Keep It Simple, Stupid, and most good web developers follow this concept as much as possible.
In addition, most professional web designers offer additional value and the understanding of how design technologies, construction techniques, SEO, SEM and other tools not only present your company as 21st century savvy, but integrate your web site as part of your overall communication and marketing plan.
As always, your comments and questions are welcome. And if you’re at that point where you’re balancing what you need and what you want when it comes to the web, we’ve posted some helpful hints at
www.sabrepublishing.com/satisfaction. BXM
Keith Dunbar is the publisher of Builders Exchange Magazine and
the head of Sabre Publishing
Group, as well as a principal
with Dunbar-Pitcher, a long-
established advertising agency.