What is this website trying to do?
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This is one of the questions that your website audience is asking themselves. So if you want your website to succeed, you need a clear strategy, it needs to be implemented well and your audience needs to understand what is going on, as quickly and transparently as possible.
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Website strategy — versus — business strategy
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If you arrived here from the material on business strategy you may be thinking, 'I know my business strategy, so shouldn't my web strategy simply follow the same objectives?' In some cases yes, however in most cases, the web is simply one part of the total business strategy. The part played by the web needs to be separately defined and understood. In all cases, the web has certain behaviors and dynamics that also need to be understood in order to create successful outcomes and you need to coordinate all of the 'skills' required to deliver on your strategy.
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Getting into the detail ...
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We will be looking at four key topics that will inform your website strategy and which run through almost all of the discussion on this website.
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1) Media dynamics — understanding the strengths and limitations of the web as a publishing environment.
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2) Visitor behavior — understanding your audience and aligning their needs with your own.
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3) Competencies — the skill set and activities required to achieve quality web publishing.
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4) Implementation — models and approaches that address specific web strategies.
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These topics impact the design, structure, content and effectiveness of your website. So lets get started by looking at the media dynamics of the web.
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