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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Website – a playground for all company sectors

If you were to ask an owner of an average company in Serbia “who is working on your website”, they would probably say “the guys from Marketing” or “the IT guys”. Luckily, the times when the answer was “The neighbour’s kid is messing around with it” are behind us

14/05/2019
in Featured, Opinion
5 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Lazar Bošković, creative director, AgitPROP

But for a serious, modern company, all three answers are wrong and insufficient. A company website today is a serious and complicated thing, which needs to be worked on by almost all sectors of the company … and some outside associate on top, with expert knowledge. In short, there’s work here for both marketing and PR, and the IT sector, and the sales sector, and the finance sector, and the legal sector…

To build a website, you can hire an agency that offers full service, or a team of individuals which should include: copywriter, designer and developer. In both cases, there is still work for an Internet consultant – both before and after the creation of a website. After all, who else could give you such a comprehensive overview of all that work on a site encompasses as the one below:

Marketing & PR sector – appropriate and fresh internet communication

A company website is its own media, so as a serious communication channel, it logically relates to marketing and public relations. These two sectors (regardless whether they are merged or separate) are most responsible to take care of the internet content, the design of what appears on the site and what is shared on company’s social media – to put it simply, to deal with online image and brands.

This includes online promotion, ie. all forms of online advertising, and they are certainly the most responsible party to work on the SEO, because the most important thing for SEO is text optimization. They should also be involved in web analytics, tracking the results of online activities. And all this will do little good if they don’t update the website regularly, keeping it fresh with news, blog posts and other information.

In short, they have to excel in work with files that carry the extensions such as DOC(X), XLS(X), PDF, JPG, GIF, PNG, MP3, MP4 … and that besides the basic Office package they also know how to tackle software for image, video and sound processing. Because of the needs of their job, they need to know how to send mass emails in a lawful and decent manner, and not spam.

IT sector – reliable and safe internet operations

Programming a website naturally belongs to the IT sector, or, more precisely – they don’t have to know how to code, but they need to have knowledge about the basics of HTML, PHP, and CSS, so that they can communicate effectively with outsourced site makers. And they are also the first ones who come to colleagues’ minds when something goes wrong in the CMS…

IT people decide where and how the site will be hosted, and those with more knowledge also deal with its technical maintenance and various server settings, domains, subdomains, routing, short URLs … In times of growing cyber crime, concern for cyber security is especially important, both of its aspects actually – the safe internet behaviour of people within the firm and safe work of hardware and software connected to the Internet. They determine access rights to various Internet services, the most important of which is the employee e-mail, as well as their protection against spam.

The new technologies that companies use in their business heavily rely on the Internet (Internet of Things, Big Data, Software as a Service …). And integration of business software (ERP, CRM …) with the company website is a whole different story.

Sales department – profitable online stores

E-Commerce isn’t just your ordinary webshop anymore. Apart from sales of products and services, today it also includes electronic money transfer, supply chain management, e-marketing, electronic data exchange, and automated data collection systems. The sales department takes care of potential customers and their conversion into business partners and customers / clients / consumers. So, both B2B and B2C, and in some cases even B2B2C.

Establishing a quality e-commerce is not possible without full cooperation with the Marketing Sector. It’s not just about creating content on products or services on the site (texts, photos, videos …), but it also applies to price policies, creating promotional actions and discount systems. And one of these two sectors should also deal with complaints (and praise and suggestions) coming from site visitors.

The Sales Sector and the Finance Sector should also agree on all the acceptable forms of electronic payments and under what conditions they will be provided in the e-shop, and they also need to take into account the tax rates for different markets and different goods or services.

Legal sector – lawful online presence

Many are unaware that a serious company website has to meet numerous local laws, such as the: Advertising Act, the Electronic Commerce Act, the Electronic Communications Act, the Consumer Protection Act, the Personal Data Protection Act, the Copyright Act and related rights … All the other sectors in a company must have some knowledge (and respect) for these laws, but the legal sector is most responsible to have its say in this area.

The protection of intellectual property on the Internet is very important, and it goes both ways – protection of own rights and protection of the intellectual property of others. Companies that have their trademarks – brands – know how important this is, along with copyright protection for all content on the site. This usually sits in the part of the website titled “Terms of Use”, and many leave this page out.

Caring for site visitors, especially after the introduction of GDPR in the EU legislation, is becoming a very important obligation, and relates to protection of privacy and legal collecting, processing and storing of visitor information. If a company has its own e-store, consumer protection, besides the Sales Sector, is the responsibility of the Legal Sector. And let’s not forget the contracts – especially those with external associates on site design.

External associates – professional online appearance

As we have seen, every sector in a company, besides their core business, has plenty to do with the company website. It is theoretically possible to assign someone from a company and hire a web copywriter, web designer and web developer, and to create a good website with them. However, this is not the optimal solution for a serious company, unless its staff includes a person who fits the job description of an Internet consultant, who would oversee and coordinate all the steps in building a website.

A quality and experienced outsourced internet consultant is one who knows what current Internet technologies can offer, and how to optimally match them with the needs and capabilities of the site’s customer. More importantly – he/she knows how to deal with the copywriter, designer and developer of the website, because they speak the “same language”, which clients often don’t fully understand. An Internet consultant knows how to design the architecture of the future site, to plan all the steps of its creation, to monitor and manage the entire process, to harmonize all who are involved in the task, and to do all the necessary final tests before launching the site. He/she guarantees that the entire project will be implemented in accordance with the standards of modern Internet presence.

Tags: AgitPROPOnlineWeb design
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