I imagine you have heard of arachnophobia (the fear of spiders) or claustrophobia (fear of confined or crowded spaces). But have you ever heard of a pseudo phobia, called Ostrich Complex? 

The question: What to tell your boss when they walk in and say: “how much is it going to cost us to get our website ADA compliant?"

No Leads To Your WEbsite, AKA: No-Date-For-Prom-Itis

Does your website lack any return visitors, or have your site visits fallen off? Is it failing to get any lead conversions from real people? Has it been more than 3 years since you have had real work done on it? Has it been built by a do-it-yourself solution, or did Jonas in your uncle’s basement design it for you? 

Have you noticed a strange pattern of inappropriate, rude or vulgar language in random places on your website? Are you seeing strange tics like popup messages or changes that you did not make? 

Personalization vs. de-personalization

Understanding Personalization

In order to understand de-personalization we have to understand personalization. This is the use of data to deliver messages and information to the right person at the right time. This can put the right kind of data in front of the right person at the right time. 

This is a common question for many marketers. You look at your site, and it's been a few months (or a few years) since it was revamped. You start to wonder... "Do I need a new website?" Sometimes, it's not a question you're asking. In some cases, your boss walked into your office in the middle of a busy day and asked, "Hey, do we need a new website?"

Single Point of Failure: this is a concept in IT, business, and manufacturing planning that says: there are some things in our business that can shut us down. If they fail, we fail... As marketers, we are often subject to these single points of failure that stop us from getting things done. We get stuck, because of a single point of failure. Our marketing relies upon a single resource that is either expensive, hard to get, or slow to respond (this is a bottleneck point of failure).

With the whole population shifting their communication, shopping and sharing to online, your website is more important than it's ever been. And while most websites have a large banner that speaks to immediate COVID-19 measures, that won't be enough to keep up with the pace of change that is occurring online. Taking stock of your website anytime there is a major market disruption is a good practice, with digital change fueling social change at such a rapid pace.