We know that different mediums require different business models, but because digital platforms – online and mobile – change and progress faster than their predecessors, it takes some time to identify trends and pinpoint exactly how to use current technology to your business’s advantage. In its latest brief, Trendwatching.com identifies and comprehensively discusses the development of online business practice over the past couple of years.

The brief outlines a concept called ‘brand butlers’ and I think they’ve hit the nail on the head. In the colonial days of yesteryear butlers were employed primarily to assist people in their daily lives, to take care of the tedious administrative part of an experience so their masters could indulge in the pleasurable part. They provided a service which enhanced the lifestyle of those who could afford to pay for it.

Years ago online activity was static and simple. People visited websites and then emailed the address at the bottom of the page for further interaction.
How we use the internet now is very different and dynamic, with online interaction increasingly transferring to social network sites.

In the era of social media businesses are constantly advised on how best to establish a presence on Twitter, Facebook, YouTube, LinkedIn and other networks. Experts insist that in this day and age no business can afford to neglect their social media strategy because of the nearly limitless possibilities for reaching consumers and liaising with other businesses.

Of course this is correct. But be wary of losing yourself in a frenzy of company blogging and company twitter feed updating at the expense of maintaining what is still the most stable and important part of your business’s web presence – your own website. Vibrantly engaging with consumers, participating in online conversations, and convincing people to click on your links are worthless pursuits if there’s nothing exciting waiting at your website.