How the web can help you thrive during a recession

David Armano, from the interactive services firm Critical Mass, suggests 10 Ways Digital Can Help You Thrive in a Recession. It’s a US-focused slideshow presentation but also applies to British small businesses.

I share it because several points correspond with our approach when building sites:

  • Small companies and start-ups don’t have the luxury of time and money. Trying to create the prefect site before launching squanders both with very little guarantee that you’ve covered all the bases. Instead, launch quickly, test it on your target audience and use the feedback to improve.
  • Building from scratch is expensive so use ready-made tools and software when possible. For example, we use the Drupal content management platform as the foundation for most of our sites. It gives us lots of built-in functionality so we can focus the areas that are unique to a particular project.
  • Head straight for the prototype. For some products, spending time—literally—on the drawing-board creating documentation and schematics is essential if you want to avoid costly mistakes. The web is different. The technology means that it’s more efficient to simply build a working demonstration of your ideas.

See below for David’s slideshow.

The future of advertising is PR

If you’re looking into starting a marketing campaign, this blog post by Eric Karljaluoto, creative director at smashLAB, might offer some fresh perspective. It’s an insightful read, though not for someone who’s easily offended. Here are the main points I took away from the article:

  • “Don’t spam, engage people in a dialogue.”
  • “It’s no longer about the number of messages you send; instead, concentrate on the actual interaction or engagement that results.”

Additional reading: