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With technology advancing the landscape of digital marketing so rapidly and personalization driving more and more customer interaction, organizations are accelerating their deployment of multiple websites and web presences. But how do you determine whether your organization needs a new website, or a digital platform?
As organizations expand, satellite and secondary websites are created—often because it’s easier and quicker than integrating with the main site, and because internal IT resources may not be available to take on the project. But that approach has its own consequences. With more digital assets, organizations struggle to keep them up to date, maintain brand consistency and implement a quality control mechanism that can take all of the sites into account. The simple tasks of changing a logo or copyrighting text turns into a complex exercise of coordinating multiple groups across different parts of the organization—and getting them to respond when you need it.
The answer is a move towards an approach based on a digital platform rather than a website, and the distinction is important. If your organization has multiple web presences, then you need to ask yourself the question: “Would I benefit from a platform?” If you don’t explore this option, you may be setting yourself up for years of frustrations.
Need help determining whether your organization needs a new website or a digital platform?