Headlines for the past week or more across digital and tech industry publications have announced (usually in block or bold letters) the “demise of the website,” “Google’s killing of Search,” “the end of the internet as we know it,” and other such prophecies that make doomscrolling such a joy.

However, perhaps those obituaries are premature. Has Google’s AI-powered Search upset the browsing applecart? Absolutely, but then that was already pretty wobbly for a while. Have social media and brand ups really picked up that much traction that websites should be wary? Sure, but then also, maybe not.

exchange4media asked marketers whether websites are losing their allure for brands even as online traffic moves towards social, retail media, and apps.

Web Slingers

Abbhishek Chadha, EVP, North & East, Interactive Avenues (the digital arm of IPG Mediabrands India), agrees that while the discovery of products and services has become more fragmented, spanning social media, marketplaces, aggregators, and other commerce channels, the role of a brand’s website remains fundamental.

Websites provide a global reach, making it easier for consumers around the world to discover and engage with a brand. Direct sales through a website often result in higher profit margins compared to other channels.

“Despite the growing importance of social media, websites offer unique benefits that cannot be replicated elsewhere. A well-maintained website establishes credibility and trustworthiness, which are essential for building long-term customer relationships,” he says.

 “The debate around whether websites have lost primacy to social media is an oversimplification of the evolving digital landscape. While social media has become an indispensable channel for brands, it has not diminished the significance of websites. Instead, we're witnessing a strategic interplay between the two,” asserts Russhabh R Thakkar, Founder and CEO, Frodoh World.

Darshil Shah, Director, ChtrSocial agrees that browsing times have petered down and search itself has evolved much more to enable people to find their answers and discover products in the same ecosystem. “So, it's fair to say that websites have lesser importance today than they once held. However, time and again we have seen social media platforms erratically change algorithms or some of them even fade out over time. So, it is not wise for brands to only rely on them.”

Better Together

Experts say that social platforms excel at driving top-of-funnel awareness, engagement, and traffic through targeted content and community-building efforts. However, when it comes to facilitating transactions, delivering rich brand experiences, and fostering credibility, websites remain the cornerstone.

“Moreover, in today's omnichannel reality, websites serve as the central hub, seamlessly integrating various touchpoints, including social media, apps, and emerging channels, ensuring a cohesive brand journey,” adds Thakker.

For Hima Bulusu, Director – Key Accounts, TheSmallBigIdea, social media is the hook and the online marketplace is the line and sinker. One attracts the audience towards your product and the other closes the deal. However, big online marketplaces like Amazon and Flipkart are a more convenient and efficient touch-point due to their familiarity, ease of access and variety of options.

“Moreover, with the increase in fake shops and scam deals on social media, one gravitates towards an authentic website or online marketplace in hopes of purchasing from a legitimate business. Search is still and perhaps will continue to be the biggest form of discovery for most people, be it text, voice or image,” she says.

In an apt industry example, Emily Weiss, founder of the beauty brand Glossier, initially experimented with an Instagram-first approach and even briefly shut down their website. However, they quickly realized the importance of maintaining a strong website to complement their social media efforts seamlessly. This experience underscored the necessity of a balanced strategy that leverages both platforms effectively.

Thakkar says this shows that the World Wide Web's relevance, far from diminishing, remains the foundational layer upon which all these digital platforms and technologies are built. Its open standards and interoperability allow for the seamless integration and functionality of apps, social media, and emerging channels.

Chadha adds that the Zero Moment of Truth of product discovery often happens on Google. With a strong SEO and paid strategy, brands can own significant real estate on search engine results pages (SERP), ensuring better visibility and discovery.

Experts agree that a brand owning its platform reduces the risk of losing customers to competitors. Even if a brand has a presence across other destinations such as social media and marketplaces, they will never truly own these platforms.

For Shrenik Gandhi, CEO and Co-founder, White Rivers Media, websites and social media serve complementary roles. Websites are your digital storefront, while social media is your community gathering place. Neither should be overlooked – together they create a robust digital ecosystem that attracts, engages, and converts customers.

“The ideal approach integrates both. Social media excels at connecting and building communities, while websites provide a centralised hub for brand identity and customer relationships. This balanced strategy leverages the strengths of each platform, maximising brand visibility and impact,” he says.

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