Nick Cifuentes

NetSuite.

OK, I am not one that is normally critical of certain software or CMS programs – as all have their positives & negatives – but I have to stress the limitations of NetSuite and its astounding ability to ‘frustrate’ the creative design and marketing process of brand marketing.

If you are not familiar with NetSuite, it is an all-in-one set of online business software programs that include accounting, customer relationship management (CRM), enterprise resource planning (ERP) software, e-commerce and website development.

NetSuite can be broken down into four main types of accounts:

1. NetSuite (Standard: Comprehensive Web-based solution for midsize businesses that integrates Accounting/ERP, CRM, Ecommerce and partner collaboration capabilities.
   
2. NetSuite (Small Business): One complete Web-based application for smaller businesses that integrates the front and back office, managing sales, service, accounting and Web presence.
   
3. NetSuite CRM: NetSuite CRM offers a Web-based CRM solution that gives your company all the traditional CRM capabilities you need to manage marketing through customer acquisition.
   
4. NetSuite CRM+: Total Customer Relationship Management CRM solution for businesses large and small with customer-centric view to manage initial and on-going relationships over the phone, in person, or on the Web.
   

What is NetSuite Good For?

NetSuite is ideal for businesses of various sizes – mainly small to mid-businesses, providing integrated accounting, CRM, online marketing, web management, inventory, and sales management, as well as vendor and manufacturer relationship management.  NetSuite keeps track of all product information, web pages, customer login information, vendor/manufacturer details, stock/shipping details, auto-responder and customer emails, SEO and ad tracking/web metrics information, online marketplace, as well as accounting/ERP details.

Otherwise, it makes the job easier for sales, accounting, and other internal groups within a business – providing a ‘streamline’ system that (doesn’t) always work.

The Various Troubles of NetSuite.

NetSuite has fixed a number of issues since its release in 2002, but many still remain. There is a plethora of issues that still remain when it comes to transferring a website to the NetSuite platform; such as setting up proper page redirects, setting up dynamic links, changing content, images and other aspects of the website – it often takes much time and calls to customer support to fix.  And when it comes to making changes to the website once things are setup  - it could take a few hours or sometimes even an entire day to show up on the website.

And sometimes smaller issues such as creating new items, losing customer order history, and more – although these problems seem minuscule, with NetSuite they take HOURS of extra work to fix, and can cost companies thousands of dollars in extra work and time wasted that could have gone into adding new products to the website or improving marketing and management systems.

The NetSuite Now.

Although NetSuite has grown to the point of debuting its own IPO, and grow exponentially, NetSuite is still only geared toward the small to mid-size business.  And at a price and support-process that seems very high and overrated respectively - you have to be careful when deciding to use NetSuite.

I am not here to ‘bash’ NetSuite – I think their software is wonderful for its all-in-one features and growing application development.  But, I also think that it really depends what type of ‘brand’ you are – whether you want to invest the time, effort, and often-headaches into the software system.

If you are an ecommerce brand that wants to just ‘sell’ your products and see a return – NetSuite is great.  But I will say this, if you are a ‘creative’ brand that really wants to stretch the wall with what you might have going on within the brand, from an internal and external marketing point – referring to design, development, UI functionality, internal marketing (NetSuite is good at), and external marketing such as social media and other ‘new media’ marketing tactics – you are limited.  Very limited.

Let’s take a look at a few NetSuite website – you will know what I mean.

Take a look at this website for Wedding & Party Invitations

• Take a look at the top and side navigation – as well as the placement of most buttons on the website.

Now, let’s look at this website for Fireplace Accessories

• An almost exact same layout in terms of navigation and placement

And, this website for dog accessories and clothing

• Again, the same layout, same ‘stuck’ navigation look

And this website offering women’s lingerie

• • Again, the same layout, with some ‘minor’ changes for each content section on the homepage

And this website offering arcade equipment

• Now, this is a bit different – with the side navigation removed, which you can do through NetSuite, but go inside the page – same layout for each particular item, and similar related items category layouts.

And don’t get me wrong, I understand from an SEO perspective, essentially you have ALMOST all you need to build a site organically – NetSuite does offer some great ‘SEO points’ – but it does lack on a few ‘key’ intents your website should follow.

Simply Put – Where is the PUNCH Behind these Websites?

I just don’t see it, so that is why I say – NetSuite is good for what it is – if you are on the web to just sell a product, and not too particular about the ‘creative’ design and marketing you can build behind your brand, then NetSuite works for you.  And if you can clear the revenue stream to ‘pay’ for this service, depending how large your audience is – then I would suggest it.

But.

If you are trying to build a creative brand and not only sell products, but sell an style, image, a feeling – NetSuite seriously lacks in the ‘creative space’ to expand upon what you see above.

Social Media Marketing.

This, as I have explained before, has grown to become a very popular way to build your website, traffic and inbound links, along with building a stronger overall brand presence.

With NetSuite – you can’t do any of this.  Basically all these applications and ideas must be placed on ‘external’ servers to host these products. Sure you can cross-market back to your brand, but essentially NetSuite offers little to no support for building upon this ‘marketing’ tactic internally.

The only type of this marketing that I see NetSuite supports is RSS feeds, and that is on a Beta level – which I have seen it in for the past year.  And trust me, there are too many ‘free’ options out there that surpass what NetSuite offers when it comes to marketing RSS Feeds.

Final.

I don’t want to make this an over-winded entry – so in conclusion – if you need to operate in NetSuite, which I personally still consult and work in – I think you should be careful before moving your brand into that system.

In today’s world – branding is what sells your product – not just items in a store.  Marketing has grown above direct mail catalogs, TV commercials, and traditional e-marketing – you need to supply your brand with a ‘creative’ voice to lead the charge, and ensure that the platform you are on can support such a calling.