February 18th, 2018
In Business
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If you enjoy this article, see the other most popular articles
If you enjoy this article, see the other most popular articles
If you enjoy this article, see the other most popular articles
It is time for companies to close down their websites
(written by lawrence krubner, however indented passages are often quotes). You can contact lawrence at: lawrence@krubner.com, or follow me on Twitter.
On the Internet, the house always wins the bet, and by “house” I mean Google, Facebook, Amazon — the dozen top online tech companies. Everyone else is a sucker. (This is more true for consumer apps than business apps.)
Now, almost every website looks the same — and performs poorly. Offline, brands try to make their store experiences unique to differentiate themselves. Online, every website — from Gucci to the Gap — offers the same experience: a top nav, descriptive text, some pictures and a handful of other elements arranged similarly. Google’s rules have sucked the life out of unique online experiences. Of course, as e-commerce has suffered, Google has become more powerful, and it continues to disintermediate the consumer from the brand by imposing a terrible e-commerce experience.
…As I have discovered the truth about e-commerce, in some ways it made me feel a sense of failure from what my hopes and dreams were when I started in the industry. I have a lot of hope now that what I call “conversational commerce” — interactions via messaging, voice (Alexa and so on) and bots — will finally deliver on the promise of powering digital commerce at the scale we all dreamt about.
I am going to make a bold prediction based on my work with 18,000 companies and bringing conversational commerce to life: In 2018, we will see the first major brand shut down its website. The brand will shift how it connects with consumers — to conversations, with a combination of bots and humans, through a messaging front end like SMS or Facebook. We are already working with several large brands to make this a reality.
Post external references
- 1
https://techcrunch.com/2018/02/13/the-sudden-death-of-the-website/
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