Internet Marketing: NOT Interpretative Web Design
11.16.09
Internet Marketing is not an exact science. How can it be, considering the infinite variables and the always changing nature of the targets we aim for? It’s always a process of educated guesses, good luck and statistics merged together as “that thing that works, yet we’re not sure how”. That’s why, sometimes, the wise thing to do is follow your instincts in an organized demeanor.
“So… what do you think?”
Some people tend to forget that we, the ones that work in the marketing business, are not THAT different from the everyday consumer (because, aside of our weird working hours, we are everyday consumers, girls and boys next door). Some people have lost touch with reality and their perception is quite biased by their own theories of what people should like and what they should not like.
The other day, I was taking a stroll through the park. There was an open art exhibition, lots of sculptures from different local artists. Some of them were interesting, while most of them were… um… hideous. I stopped to see one of the most enigmatically disgusting things someone’s ever considered art. It was a bunch of wires and iron pipes that resembled a car crash. A passerby asked me “So, what do you think?”.
All I could answer was: “Well… I bet it was a nice Volvo before the accident”. Some people consider it art, some don’t. Some people try and make these weird marketing campaigns, some people won’t literally buy it.
“I’m not getting it…”
I don’t agree, but art has served an elitization purpose. Those who can get it are the ones in the know, the rest are nothing but illiterate nimrods (to them, of course). Something tells me there are a bunch of frustrated artists that want to give marketing the same treatment.
If anything, you should always bear in mind that:
- You have to think of your target every time you start a campaign
- You have to make it accessible (easy navigability, informative, amusing) to your target
- Never forget: It’s not about getting your site in the Guggenheim Museum. It’s about selling products and services. Don’t get too conceptual
“What were you trying to say when you said…”
Language, regardless of the product, should be kept simple. The use of images should always describe either the product or its benefits (both stances are information the customer wants) and the navigation of the site should be kept simple, understandable and ready for SEO. An online marketing campaign is not a performance: it is a way to attract more customers to your site and create business opportunities.
Keep these things in mind. Being creative doesn’t mean to be obscure or unintelligible.
