The future of e-commerce is even more fragmented than the present, a couple of marketing thought leaders say. Cloud and Co. posted a Q&A between Mitch Joel and Sylvain Carle titled, “Is the Website Dead?”
While the website may not be dead, fussing over it is, says Carle, who Cloud and Co. calls “general manager and mentor for the startup accelerator Founder Fuel and … [former] senior developer evangelist at Twitter.”
This was a fun conversation about the value and future of websites... https://t.co/7mBwDiiR8n
— Mitch Joel (@mitchjoel) July 29, 2016
That’s why 25 percent of the entire Web is WordPress, he says.
“The website has become more like what a blog used to be than a website,” Carle says.
The PC is now an afterthought, says Mitch Joel, the “Canadian president of the international digital agency Mirum and [he who] explains marketing to Google and the like."
“Everything is happening in what I call the ‘one-screen world,’ which is a concept that the only screen that matters is the screen that’s in front of me,” he says. “That screen, more and more, is the mobile device.”
Apps, More as Sales Tools
Carle says Facebook killed the website.
Consumers are using messaging apps to buy, so even that won’t be the future, he says. He’s betting on the future of marketing landing on voice, augmented reality or virtual reality technology. [Author’s note: Here’s a guide from Digital Trends on how to use Google Now, voice tech Joel highlights.]
“Instead of going somewhere,” Joel says, “information is now coming to us through all our devices, and the filtering, processing and selection is going to continually get better with artificial intelligence and with machine learning.”
[Author’s note: Consumers are speculating on social media that Pokémon Go, with a map based on Ingress, is going to lead to a super-enhanced Google Earth experience. Pokemon does have ties to Google, but it’s unclear if the imagined enhancement is on the way.]
Website as Information Repository
Marketers can use websites as a sort of library, from which to pull materials to place in the fragmented media environment, they say.
“It’s a great receptacle,” Joel says, “a catchall for this stuff we’re putting in many different places.”
Carle says consumers don’t visit homepages now.
“The website is only one of the things you need today,” he says, “whatever your brand or startup or megacorp. I guess that brings the question, what replaced it? Your Web presence or your digital presence or your online presence, that’s totally not dead; that’s quite the opposite.”
What do you think, marketers?
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