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There are strong feelings in the industry about the need for companies to take control of their digital presence. They want to move away from just being a customer for their vendors, but they are neither equipped nor have the people with the skills to do this. The post is written in Hindi, but it is translated into standard English on translation software. The author of the post complains about the lack of clarity in website content. He says that even in the case of text, there is no uniformity between one website and another. He wonders why customers should be subjected to any sense of confusion when they are on a website. The author says that they own the content for their websites, they own its ownership, but because it has been outsourced to third party vendors they are forced to pay more than is workable. If these vendors do not see enough return on their investment, then they will close down and take all links with them. The website content is not exclusive to the company, so if their website disappears they will have lost everything important. This is why companies are looking to take control of their digital presence. If they do not, then no one else will help them with it. The author says that companies are looking to hire people who are skilled in ‘Web Content Management’ or ‘Web Content Creation’. The new employees need to know business terms and financial terms, why they do what they do, how they can make an impact on the culture of English language use in North India, and how the users of the various platforms will respond to what is new on their screens. The author says that efforts to control digital content are not always successful because the responses are very slow. Their website is quite popular but they cannot cope with the attention they get. Sometimes it is necessary to allow older cards out onto the internet again, even if they have been shown to be less effective than their newer cards. If they were to do this, then their website would be more informative and commercially effective. They say that their attempts to manage this type of activity have been less than successful because there is no prospect for them of getting back in control again when they need to put up new content on their website or change old content in a hurry. The author says that they need help, but the help they get is not always what they need. They will probably not get what they want unless their digital presence is important to them. Everything in today's internet world is dynamic because everything comes under the control of the viewers rather than the people who pay to be there. If viewers do not like their commercial communications, then they will just walk away without looking back. The author says that if companies are serious about commercial success, then they must take back control of their online presence. If they are not prepared to do this work by themselves, then their vendors will have no reason to stay in business with them. cfa1e77820
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