There is a shift taking place in the Web industry from creating cheap, 'old school' solutions to developing engaging Web sites that are part of an overall business communications strategy.
This is the view of Birger Lundgren, country manager for EPiServer SA, who says: “It is a big change in SA to turn from passive Web visits to dynamic, personalised Web experiences that drive new revenue.”
He highlights that users demand it, and that South African developers have the tools and technologies available to execute it. “All we need are companies with the vision to make it happen and steal the initiative from their competitors.”
Following the results of the Web 2.0 survey that ran online on ITWeb from 8 to 26 February, ITWeb approached Quirk eMarketing, listed as a top Web agency, for its view on the Web 2.0 platform.
“At present, things are changing rapidly,” says Rob Stokes, CEO of Quirk eMarketing. He says design companies still have a lot to learn about creating engaging online experiences that users want to keep coming back to. “The brochure site, often built entirely in Flash without much thought to usability and conversion, is still the most common output of South African agencies.”
With the survey results indicating 70% of respondents use social media regularly, Stokes says companies should focus more on their online communications.
“If your customers are engaging in a space, a brand should be engaging and adding value to their experience in that space.” He notes that Quirk has run a number of social media campaigns which have demonstrated there is real business value to be had when brands get it right.
According to Lundgren, it is also interesting to see the continuing ownership of the Web site presence by the IT department in the company, rather than marketing and communications.
Stokes agrees with analyst predictions that an Internet boom is on its way in SA. “Internet prices are tumbling and will continue to do so.” He adds that mobile handsets are also becoming increasingly sophisticated and cheaper, and that mobile Web will have a huge impact on SA.
The survey also indicates respondents felt there were no outstanding agencies in the local marketplace. “It depends on how you define outstanding,” says Stoke. “If you benchmark us globally I would agree. But if one unpacks this, I think one would find it is largely a result of the market, Internet penetration in SA, and low digital budgets.” He highlights that this is the case, rather than a lack of skills, understanding or application.
From the survey, the top three Web sites highlighted were www.news24.com, www.fnb.co.za and www.kalahari.net.
“The sites are successful because they were either first or are filling a need. While these sites are very progressive and constantly seeking excellence, I'm sure even their owners would agree there is still huge scope for improvement,” concludes Stokes.
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