Fluent Simplicity

Kevin O’Keefe had a great post today on the decline of Martindale-Hubbell.

Summary: Firms view the cost of Martindale-Hubbell listings as very high compared to the value received.

With agencies charging what I view as ridculous amounts for web design, implementation and content management, the Martindale effect will impact web operations at some point in the near future. As clients push back on billable hours, it will be time to cut the bloat. In my time on the outside, I’ve seen redesigns run several hunders of thousands of dollars. The results? I’ve seen interns do better work (and in fact, know better design standards). CMS and front-end builds are the same. Now, take into considersation that conversations and pressures from social networking will be brought to bear on these 1.0 properties as well.

Advice to marketing managers and directors: learn to make yourself future-proof.

• Ditch expensive design firms.
• Partner with a web agency that won’t bill for every change and can offer technology that will help you scale at a reasonable price.
• Avoid video. It’s bloat.
• Traditional content management will be obsolete. Don’t spent 100K on a new site.
• Look into social networking. No, don’t run out and toss up a facebook page. Start by listening.

Adopt a strategy to leverage change to your advantage. Your clients just might appreciate it.