©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Websites didn’t change that much in 2009; the recession kept redesigns and experimentation to a minimum, and updates were made only as needed. Today, however, marketing spending is slowly edging up, and companies are embracing social networking, mobile connectivity and true integrated campaigns that mesh the Web with email, search and even offline components.
“People postponed [website updates] as long as they could. It’s only now that some companies are doing redesigns to get rid of outdated looks,” said Bill Rice, president of the Web Marketing Association. “But most b2b marketers aren’t throwing out their old sites and starting from scratch. They’re looking at their sites and thinking about what they can improve upon. Sometimes that’s content; sometimes that means tweaking design.