Are websites a waste? I'll thank they are and I'll explain. But first, it's important to note that websites are different from platforms. A website is something for which your business is solely responsible. A platform is a digital service to which you subscribe that you are not solely responsible. You may add content and pictures, etc. but you do not manage the technical aspects. You likely use platforms including Facebook, Instagram, Amazon, and Airbnb.
Bridge is a platform. Our clients don't have to worry about adding new features, security issues, or uptime. That is all taken care of for the client. In contrast, websites are individually hosted and managed entities. Businesses have to pay: a web hosting company, consultants to come up with new features, coders to add these features, and for security.
In the last week, I've spoken to two retailers that said their websites were not performing well. They are frustrated by the websites' costs and lack of sales. Meanwhile, they shared they are very happy with their platform: Bridge. The reason for this should be obvious. In a digital era, technology is moving so fast and it's so costly that only a platform can keep up with what customers want. When a store is solely responsible for a website, it's bound to lose money and offer an inferior experience compared to a platform.
Consider these 'websites' vs platforms:
Hyatt / Airbnb
Walmart* / Amazon
Warner Music / Spotify
Bank of America / Venmo
New York Times / Facebook
Shopify / Bridge
*Walmart has pivoted and has made its website a platform. It now allows brands and retailers to add their items to its website. It's moving from the left-hand side to the right :)
One may ask, "Am I talking about platforms or aggregators?" I’d say that platforms are often aggregators.
For example, Facebook aggregates news from many sources--and members--and then allows sharing amongst members. Bridge aggregates products from many brands, and allows retailers to sell (and share) them. Sales reps, market buildings, and publications can likewise participate.
But aggregators are not always platforms. Aggregators can bundle data and information, yet have very little sharing and interaction between constituents, thereby reducing their ability to act as a platform. Kayak is a great aggregator, but not really a platform as there is little interaction amongst users.
Some past posts about platforms:
Gold in ‘Dem Thar Hillshttps://marketplace.bridgecatalog.com/news.cfm?id=18704
Your Website is Dying:http://marketplace.bridgecatalog.com/news.cfm?id=10126
Time - Price - Quality:https://marketplace.bridgecatalog.com/news.cfm?id=12755
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websites are a waste