If the owner of the average Serbian firm asks who is dealing with a company’s Internet site, he would probably say “those from marketing” or “those from the IT sector”. Luckily, the time had passed when the answer was: “Oh, that little neighbor is a little crazy with it,” but all three answers are wrong for the modern company. The website of the company is too important and complex thing that it would not be practiced by almost all the sectors in the company … and still somewhat skilled, engaged from the outside!
The job of creating and maintaining the site involves the engagement of marketing and PR sectors, the IT sector, the sales sector, finance, and the legal sector. For the creation of the site, a full-service company or a team of individuals can be hired: a copywriter, a designer, and a programmer. In both cases, there is a job for a qualified Internet consultant – before, during, and after the site is created. After all, could someone else give you a comprehensive insight into what the site involves?
Marketing and PR sector – suitable and fresh Internet communications
The company’s website is a medium for itself, and as a serious channel of communication, according to the logic of things, it is related to marketing and public relations. These two sectors (unified or unbundled, anyway) are best placed to take care of Internet content, the design of what appears on the site, and the social media of the company … simply to deal with online image and branding. This includes promotion on the Internet, that is, all forms of online advertising, and of course, they are best known to crawl in SEO, because the text optimization is the most important for him. They should also be referred to in the Web Analytics to track the results of online appearances.
All this is worth a little if they do not update the site regularly and do not update it with new news, blog posts and other information. In short, they have to deal with files that have extensions of DOC (X), XLS (X), PDF, JPG, GIF, PNG, MP3, MP4 … and, besides the basic Office package, they can come to an end with various programs for image, video and sound processing. Because of their work needs, they also need to know how to legally and emotionally send emails, without being spam.
IT sector – reliable and safe Internet operations
The programming of the site naturally belongs to the IT sector, more precisely – they do not have to know how to program it, but they need to be guided in the basics of HTML, PHP and CSS in order to be able to communicate effectively from the outside to the engaged producers of the site. After all, other colleagues from the company first remember when a problem occurs in the site’s CMS.
ITs decide where and how the site is hosted, and they more closely deal with its technical maintenance and various settings of servers, domains, subdomains, redirects, short URLs … In times of frequent cybercrime, it is particularly important to take care of cyber security, both of its aspects – secure Internet behavior of people from the firm and safe operation of hardware and software connected to the Internet. They determine the right of access to various Internet services, the most important of which is emails for employees, but also their protection against spamming from outside.
The new technologies used by businesses in the Internet are related to the Internet (Internet of Things, Big Data, Software as a Service …). A special story is the integration of business software (ERP, CRM …) with the company site.
Sales Sector – Profitable Internet Stores
Electronic store has long been not just a regular Webshop. In addition to purchasing and selling products and services, it now includes electronic money transfer, supply chain management, e-marketing, electronic data exchange and automated data collection systems. The sales department takes care of potential clients and their transformation into business partners and customers / customers / consumers. So, B2B and B2C, and in some cases B2B2C.
Establishing a quality e-store is not possible without full cooperation with the marketing sector. It’s not just about creating content about products or services on the site (texts, photos, videos …), but it also concerns price policy, that is, making promotional actions and a discount system. And some of these two sectors should also deal with complaints (and praises and remarks) that come from site visitors.
The sales and finance sectors need to agree and which will provide all forms of electronic payments and under what conditions they will provide at an e-store, and take into account tax rates for different markets and different goods or services.
Legal sector – lawful Internet presence
To many it is unknown that a serious company website must satisfy numerous domestic laws, such as: Law on Approval, Electronic Commerce Act, Electronic Communications Act, Consumer Protection Act, Personal Data Protection Act, Copyright and Related Rights Act related rights … Something about all these laws must be known (and respected) and all other sectors of the company, but the legal sector in this area is best known to express its views on time.
The care of site visitors, especially after the introduction of GDPR in the EU, becomes a very important obligation, as regards the protection of privacy and the lawful collection, processing and storage of visitor information. If the firm also has its own e-store, consumer protection, in addition to the sales sector, must also take care of the legal sector. We do not forget the contracts, especially those with external collaborators on the creation of the site.
External associates – professional Internet presence
We have seen that each of the company’s businesses, besides its core business, has a lot to do with the company site. Theoretically it is possible to determine someone from the firm and hire some Web copywriters, web designers and web developers, and to create a good website with them. However, for any serious company, this is not an optimal solution, unless there is a person who fits in the description of an Internet consultant who will oversee and coordinate all the steps of the site design project.
A quality and experienced external Internet consultant is one who knows perfectly well what all current Internet technologies can offer and how to optimally align it with the needs and capabilities of the site builder. Even more important – it knows how to deal with the copywriter, designer and site developer, because they speak the same language, which most often do not understand web site buyers (at least or not enough). The Internet consultant knows how to design the architecture of the future site, to plan all the steps of its creation, to monitor the entire process and manage it, to coordinate all those involved in the job and to perform all necessary final checks before putting the site into operation. It guarantees that the entire project will be implemented in accordance with the standards of modern Internet presence