Read this first: Web Strategy: How to evolve your irrelevant corporate website

I’m pleased with the traction that post got, I saw it on several sites that I respect and it spurred on some additional conversation. While brash, I’m hoping to make a point, on the state of web marketing. Millions of dollars are spent on the corporate website from headcount, software, infrastructure, to vendor services. How much is spent in understanding that web marketing has shifted outside the corporate website?

In essence, I wanted to portray that trusted opinions are most valued where they are from customers “like me” and are unbiased and free to speak. Traditional corporate websites don’t do any justice to allow the raw voices of customers tell prospects how it really is: both the good and bad. As a result, prospects seek other areas on the web to find these opinions, making the corporate website less and less relevant. (even though some executives fear the voice of the market)

In fact, just this weekend, we’re looking to buy a car to replace one of our klunkers, we did not go to the manufactures site to get info, we went to Kelly Blue Book, user rating sites, and of course the organic user forums where you can get honest opinions from real passionate customers.

Additional Resources

The Many forms of Web Marketing

Web Marketing is not on Two Domains only

Case Study: Dell tries to go from Dell Hell to Dell Swell