Mindscape Transforms Role of Web Development Companies

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Mindscape, a Web application development and design company, has combined technology and marketing using resources found on and off the Web. Since the Web has become an essential part of society, it is necessary for businesses to use it for marketing. The company uses traditional marketing and public relations tools to enhance their client's Web sites and to use the Internet to their full advantage.

- Mindscape, a full-service Web application development and design company, integrated traditional business marketing tools and the Internet in response to recent market trends.

With the development of Web 2.0 and two-way communication on the Internet, it will be necessary for Web development companies to offer services that go beyond the world of development, design, and search engine optimization. Instead, they need to add services that will help their clients market their company Web sites, increasing traffic and recognition.

Mindscape has taken note of the fact that a Web site with impressive design and short, bulleted content will no longer attract the number of visitors that it has in the past. Also, with the increase in the amount of sites created, competition has risen and it has become difficult to stand out. According to Mindscape, strong content and direct advertising have become a necessity to gain exposure and, in turn, visitors.

For many businesses, their Web site is the main tool used to increase awareness and generate sales. Because of this, it will be important for these companies to participate in integrated marketing to ensure this will be achieved. According to Pete Brand, co-founder of Mindscape, "Having solely a Web site for your company will no longer suffice. Involving your company in integrated marketing, by using different advertising and public relations tactics, has become a requirement."

Mindscape has chosen to combine technology and marketing. They have added what they call a "Web PR Department" to their company. Now, instead of only providing their customers with enticing Web sites, they also have the capability of making sure those Web sites will be highly trafficked.

A term coined by Advertising Age writer Steve Rubel that also explains this merge is "Geek Marketers." Rubel defines this by saying, "They are marketers by trade, yet they also have a hard-core interest in technology and social anthropology." He explains that although these industries seem like completely different worlds, individuals who can combine them will soon become a necessity to all Web development companies. "Geek Marketers create competitive advantage through rapids-fire testing and learning," Rubel said.

Although "Geek Marketing" is a newer concept to the industry, it is also an innovative business tool and Mindscape has found team members who match this description. Co-founder Paul Ferrier serves as an example. He has a background in sales, public relations, and Web design.

A second example was the hiring of an advertising and public relations staff that specializes in the Web. "Our Web PR staff is unique because they are able to market our clients using both traditional as well as unconventional methods, such as writing keyword-focused content," Ferrier said. Mindscape offers integrated marketing services such as copywriting, press release creation and distribution, and advertising plan implementation.

Brand and Ferrier founded the company, which is located in Grand Rapids, Mich., in 2001. They now employ 10 team members and have helped hundreds of companies around the world. To learn more about Mindscape, please visit their Web site at: http://www.mindscapesolutions.com.


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Erica Kusmierz
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