Historically, goods and services have been pushed into the stream of commerce, with the consumer having little say in the format of the configuration of the product or service it's interested in. In a series of potentially self-serving configurations controlled by the vendor, the consumer has always had to choose the one that appears to be the closest to matching its needs.
We have focused on publishing material to build a strong foundation for our argument that the website plays a critical role as the platform for content designed to cater to the interests of researching buyers. In the context of the 70%+ of buyers' that now independently research for information before considering talking directly to a salesperson, the resellers website and its content strategy have become vital components in the fight for survival.
It's logical - if a business has a poor-quality website that lacks the features necessary to turn a visit into a value-add experience, there's not much point in developing traffic to that site. It's also logical that if an investment has been made in a world-class website then unless there's a parallel strategy to develop traffic, the investment will be wasted.
