We scan and map large, convoluted digital estates to inventory web properties, identify improvements, find outdated content, remove legacy brand and campaign sites and eliminate abandoned experiments. Play with the chart. It's interactive.
Corporate Digital Estate Complexity and Revenue
Revenues in USD billions vs. digital estate complexity measured as number of independent websites
Audience need generates complexity
Corporate and higher education communications and marketing teams, along with their web and social media professionals, have enthusiastically adopted digital. And, the culture at many organizations encourages independent digital roll outs running in parallel with mainstream corporate or institutional projects.
But, for most organizations, digital’s publish, test-the-reaction, learn, repeat cycle results in large-scale content, end-point and channel proliferation.
So, higher education and the corporate world now find themselves encumbered with large, content-heavy, hard-to-navigate digital estates.
Complexity degrades effectiveness
The resulting labyrinthine networks of websites, blogs, microsites, landing pages and social channels increase risk. Risk that visitors encounter content inconsistent with current messaging or no longer being actively updated, or find links that don't work or are directed to inactive or legacy social media posts.
Complexity means visitors follow torturous paths as they apply for jobs, register for courses, find information, download reports, try to reach key personnel, or attempt to contact media, investor relations and communications staff.
Large, hard-to-navigate web estates significantly reduce digital effectiveness.
US University Digital Estates
US public research university digital estates: measured in thousands of pages
How Corporations Register Their Websites
20,930 websites for 183 global corporations
The solution starts with data collection
The first step in improving digital estate effectiveness is to understand the scope and scale of the problem, by mapping and tallying an estate's components. This can be a largely automated exercise.
Our software combines detailed website construction knowledge with processing and identification rules developed from testing hundreds of websites and hundreds of thousands of page and social media links.
Guided by a dedicated URL and social media reference database, to minimise identification errors, we can readily map the most complex digital estates.