The Basic Construction of Enterprises’ Digital Marketing: Not just About Website Building
Enterprise Publicity Platform: PC + Mobile + WeChat
Before 2014, if a company comes to us for corporate markting website building, it must refer to the website building on the PC side. Due to the habit of using mobiles, more and more people like to search for suppliers on mobile phones and pads anytime, anywhere. So, the need for corporate marekting webiste building on the mobile side has seen to increase sharply. After 2015, we changed the original PC-side websites into websites compatible with PC and mobile sides and provided website revision services for old clients.
Some people may be confused. Why should they be changed? And what are the advantages of conducting marketing website building on both PC and mobile sides. Our corporate website is exactly a PC-side website built 10 years ago, and it works very well on the mobile side. What’s the matter? Please see Figure 2-1 and Figure 2-2. It is an old PC-side website and is compressed to a smaller size on the mobile side. The words cannot be seen clearly and it needs to be zoomed in for several times to see part of the content.
Fig. 2-1 The homepage of a printing company in Shanghai seen on PC
Fig. 2-2 The homepage of the same company in Shanghai seen on mobile phones
As shown in Figure 2-2, the picture on the left shows how the website looks like on the mobile side. The words are hard to be seen clearly. The picture on the right is the enlarged view of the ellipse area on the left. The words can be seen clearly now, but the navigation bar at the top of the website is missing. You have to keep zooming out, and even if you find the navigation bar as shown in the left picture, you have to make sure that your fingertip is thin enough to click on the exact navigation item to enter other pages, which is very laborious and it is exactly the reasons why it is suggested to carry out compatible marketing website building on both PC and mobile ends.
In light of the cost, some enterprises refuse to abandon the old website. They decide to maintain it and do a simple mobile marketing website building using the free mobile website template on the Internet. I don’t think it a desirable method, After all, the free mobile website template is different from the old website in style and cannot be changed. What’s worse, you have to make a duplicate every time you are going to update the content, and add it to the old PC-side website and the new mobile website respectively, which is a waste of time and labor. The money saved in this way will be covered by the additional labor costs in the marketing website building later on.
Another solution is to abandon the old site and rebuild an “adaptive” website. The adaptive marketing website building refers to the website written in HTML5 language (a universal markup language used for website building. HTML4 and the previous versions are developed for PC and not compatible with mobile). When it is opened by the client, the system will automatically display the content in a format suitable for widescreen or narrowscreen according to whether the client is using a PC or a mobile phone. As shown in Figure 2-3, the homepage of our company’s website can display all the content in one screen on the PC side, while it requires six screens on the mobile side (as shown in Figure 2-4). But whether it’s on PC or mobile, the content of each screen is clearly visible and do not need to be enlarged, which is one of the most outstanding advantages of conducting adaptive, namley compatible marketing website building.
Fig. 2-3 The homepage of our company seen on PC
Fig. 2-4 The homepage of our company seen on mobile phones
The adaptive website can make the content compatible with both PC and mobile phones at one time The weakness is that we need to consider the display effect of each image on widescreen and narrowscreen, which puts forward higher requirements for the website design graphically. If the display effect of the image is far from being desirable, graphic designers will have to come up with better website design solutions for better experience of the visitors. While, when the display effect is satisfyin and traffic-driving, it is when we know the website design meets the requirement.
In recent years, various agencies providing website templates have also launched the PC + mobile website building system (we call it two-in-one), or even three-in-one website building system (PC + mobile +WeChat).
The two-in-one website building system means that a shared website content management system (CMS) will generate a PC-side website (like www.abc.com) and a mobile website (like m.abc.com) synchronously（m.abc.com), The system can automatically identify whether the client uses a PC or mobile devices (mobile phones and pads) and push the corresponding website. The three-in-one website building system is an interface between the system and the company’s official account, which directly updates the content on mobile side to the company’s official account and has it published on the WeChat platform.
In theory, it would be more efficient for an enterprise to have a three-in-one website content management system. But around the time I was writing this book (2017), most enterprises used two-in-one websites, which are either PC + mobile, or WeChat + mobile. With the increasing usage of mobile devices, the shrinking usage of PC, and the continuous upgrading of website building systems, three-in-one websites are becoming the mainstream way for enterprises to do marketing website building.
Tianli is a prossional not only in carrying out website building, especially marketing website buiding when advertising B2B enterprises, but also in website design to meet the requirements for visitors’ better experience. Tianli creates outstanding dispalying platforms which in return will bring more traffic and accurate customers.