Top of any company’s digital strategy should be its website. A website is a company’s 24/7 sales person, the shop window that often creates the first impression. Stephen Conmy spoke to Martin Casey about what matters most when it comes to creating a solid digital strategy.

Having previously co-founded and run Zartis, a web services firm that was acquired by IT company Breakaway in July 2000 for $18 million, Martin Casey is no stranger to tech bubbles. At the time, Breakaway had a market capitalisation exceeding $1bn on Nasdaq. As the first big tech boom went bust, Breakaway’s stock collapsed and Zartis was gone by May 2001.
“They were heady days,” said Casey, “but unreal as well. There was always this sense that what was going on was crazy. Not that we cared at the time but when the stock started to fall we soon realised what had happened.”
Arekibo was set up primarily as a software company, one that would build web apps. “Then came 9/11 and the Twin Towers and any VC money out there simply dried up so we said, look, let’s do what we know we can do well and that’s how the agency was born.”
Casey sees Arekibo, not as a web design firm or a digital agency but as a full service agency. “We’ve always seen ourselves as a full service agency. In many cases a client just wants to deal with one agency, not a multitude. However, if there are a number of different agencies involved we’re happy to work in full co-operation, to the benefit of the client.”
As with anything these days, price is a key element when it comes to businesses choosing an agency. “The more the digital element moves centre stage, the more the client wants one agency dealing with the digital strategy. It may be price, or it maybe that we can execute the campaigns faster but price also plays its part.”

The changing web
There appears to be an enormous, dormant, business market in Ireland, waiting to be advised about all things digital. The figures from the IEDR show only 66% of SMEs have a website, and only 23% of these have any e-commerce functionality. Those that have e-commerce built in, may not have a social or mobile function attached. In other words, Ireland’s business community has been slow to adopt e-commerce and poorly advised when they do.
“It’s really about advising clients properly. They may walk in demanding a Rolls Royce site but we may, after studying their needs, advise that they start with something smaller, build it slowly and steadily.”
And do clients understand how much the web has changed in recent years? “It’s like anything, some are aware and some aren’t, but by and large the social web is something many businesses find it difficult to get their heads around. Many don’t think it should be taken seriously, it’s where the kids hang out. Brands get it, they understand what’s going on but corporate clients are less sure of the social web, and maybe for good reason. A lot of corporate information simply isn’t social!”
And what about mobile, surely all clients are now asking for native apps and good mobile sites? “We’ve been advising many clients for years on the need to adopt a proper mobile offering. However, it’s this year we’ve had most of these clients saying ‘let’s do mobile now’. Again, we can advise and assist each client but they have to give the green light.”

Myth Vs reality
When it comes to e-commerce solutions and platforms, what are the typical expectations out there? “We’re in a position to help all companies of all sizes – from small start-ups to large, established retailers. We see every kind of request and most are fine but some are simply not workable. For example, a retailer came to us with a catalogue of 5,000 items and wanted a gold standard e-commerce site. I said they should adopt a strategy of launching a sub set of the catalogue to ensure their back end processes, automation and delivery systems were properly in place. The feedback I got was: ‘Why was I being so negative? Why was I trying to curb their enthusiasm’. But I was being honest. Their expectations of turning a project this size around in a few months simply couldn’t work. You could tell the client thought I was trying to fool them, and my honesty wasn’t perceived well.”
You win some, you lose some? “That’s how it goes, but I can guarantee you my advice was proper and my predictions will come true. As an agency, you shouldn’t set expectations you cannot meet. There is a perception out there that you can buy a rock-solid e-commerce platform and have in up and running in a few weeks for a few grand. This is not the reality.”

Investing in good digital businesses
When it comes to the current valuations of companies like LinkedIn, Facebook and Zynga, Casey remains unconvinced. “This bubble will also burst but many will survive. It won’t be like the last time for one good reason. Today the customer is ready. A lot of the first dot com companies were actually very good ideas, like Boo.com, but there was one big problem – there wasn’t a large enough customer base, online and connected back then. Today there is.”
If the future is bright, then it’s digital and Casey is confident of Ireland’s digital prospects. He is about to launch Arekibo Ventures – a VC fund of sorts. “We will provide services and finance to help companies grow their online businesses in return for a share in the company. We are also interested in investing in good digital businesses and making stuff happen.”
Casey also thinks Ireland should shout louder about its digital credentials. “There’s some wonderful stuff happening in Ireland and we should shout about it more. In a few years there should be a couple of mega digital agencies in Ireland with the guts to fight for, and win, large international clients. We have to be optimistic and step up to the mark.”

Keep evolving
The FG-led government has already started reaching for some digital credentials. For example, Toaiseach, Enda Kenny was at the recent launch of the Google-led gettingbusinessonline.ie initiative.
Such schemes will spur on the digital market and once online, businesses should get a taste for e-commerce and look for better digital solutions from ‘better’ digital agencies.
“It is good that more businesses are moving online, however, my worry is that many will be badly advised and the experience will leave a sour taste.”
The reality for all Irish businesses is that a poor web presence is like a poor shop window on a very difficult-to-find narrow street … somewhere at the wrong end of town.
“The key challenge for companies,” says Casey, “is to realise that their online presence is often the first port of call for a potential customer. We see it as a company’s 24 hour sales person. The company will probably put more effort and money into hiring and paying a sales executive that works for eight hours five days a week. But what about the virtual sales person that represents you 24/7? That’s the website and people often don’t make the connect between what they want and what they should invest in. Customers will judge a book by its cover. As your company evolves, your web presence should get better and develop as the web develops.”

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