What this pub sign says about the future of online 11 December 2014
This pub sign made me stop and stare. It’s that bit in the middle which fascinated me – the free Wi-Fi.
That’s right. A major selling point for a high profile pub is free Wi-Fi.
To me this seems like a reflection of how far we’ve come and how easy access to online content is an everyday essential for many of us. Yet while customer expectations have changed, as this sign suggests, how many business websites are still stuck in a bygone age when a website was just an optional extra?
As this Forbes blog post on local marketing suggests,
“Many consumers don’t want to pick up the phone to make an appointment anymore—or pay for a service in-person they have booked online. They expect small service businesses to let them do these tasks online—with the same ease with which they buy things on Amazon.”
Or to put it more brutally, as in this Econsultancy post:
“Digital transformation is inevitable, either your business will do it, or you will be replaced by another business that has digitally transformed already.”
How many companies are on the brink of 2015 with a website which – whether it’s in terms of content, design or message – is set to drive visitors away rather than draw them in? How many companies still forget that their customer now has the freedom to search for and order the products and services they need at any time of the day or night, not just during office hours?
OK, it’s just a sign, but it does denote a definite shift within a relatively short space of time.
Beer, chips and business, anyone?
Camilla Zajac, Green Light Copywriting, December 2014
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
