Ten years ago, simply having a website was enough, and most organisations treated their website as a digital company brochure. However, against a backdrop of increasingly demanding consumers, fragmented markets and changing patterns of media consumption, the question today is instead "how can I use the web to better compete in the market?". To answer this question, Paul sets out ideas on what makes an effective use of the web, drawing on experiences delivering client projects.

1. Competitive Advantage & the Web Competitive Advantage & the Web Paul McKeever, Design by FRONT www.designbyfront.com

2. Introducing FRONT

3. Meet the Team

4. Our clients

5. BBC Irish web portal: www.bbc.co.uk/irish

6. O2 Rugby Micro-Site

7. Independent News & Media plc

8. Windmill Lane

9. A Fundamental Shift

10. Changing patterns of media consumption

11. The web is now a key influencer of purchasing decisions

12. The web is now a trusted source

13. How companies measure the benefits they achieve online

14. Why? Why Now?

15. Mass production and mass consumption

16. The development of broadcast media

17. Globalisation

18. Market fragmentation: markets become micro-segments Market Fragmentation Mass markets become micro-segments

19. Being remarkable: the purple cow (cf Seth Godin)

20. Make and sell

21. Relationship marketing

22. Market as conversation

23. Proctor & Gamble: Connect + Develop

24. Challenges & Opportunities

25. Price Competition

26. Kelkoo: price comparison

27. You Don’t Have Control

28. Irish blog awards 2009

29. Ryanair “ It is Ryanair policy not to waste time and energy corresponding with idiot bloggers” Ryanair Press Release March 2009

30. 3 Good Ideas

31. 1. Deliver Exceptional Experiences

32. What makes my organisation unique and distinctive?

33. Skittles.com

34. Edelman: crawl, walk, run

35. 2. Be Where People Are

36. Mobile: the iPhone

37. Use social networking

38. But use it selectively

39. 3. Kaizen

40. The Long Wow Experiences that get better and better and better www.adaptivepath.com

41. Test with real people

42. Make decisions using data

43. Summary

44. Further reading

45. Questions? Any Questions or Ideas? Thanks for listening  www.designbyfront.com Leave feedback at SpeakerRate.com Slides available at designbyfront.com