Posts Tagged 'Website'

The End of the Homepage

Will I share your branded content?

Image by budcaddell via Flickr

The first public homepage back in 1992 must have looked a bit like this W3C page. This new way of publishing your message brought us a complete shift in information culture. But will Social Media eventually kill the homepage?

Recently serious publications dare to announce the end of the brand website as we know them. We quote Graham Hodge, branded content director at digital agency LBi:

Within budgetary constraints, marketers should not perceive an ‘either-or’ situation. ‘There is certainly plenty of life in brand websites, especially if you enjoy a transactional relationship with your customers,’ he adds. ‘However, it is naive to invest a lot of money in a destination website and not support it with activity that engages audiences out there, where they spend the bulk of their time online.

Should this be a sign to all developers? If Coca Cola, Nike, Audi are putting less effort in trying to get people to their branded content sites, why make your own little information isles? Are they about to be extinct? Forgotten by the on line consumers and neglected by content developers?

A fact of life is that anybody can only hold up some many websites and information channels. Companies struggle to feed their company website, campaign websites, blog posts, twitter feeds, facebook pages with up-to-date and relevant content. It is no more than logical that the static website will lose. Or do you still see the social media as a hype?

Based on the latest news from Brand Republic.

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Tag Marketing

With tagging you could describe anything as anything and search for items in a fashion that is more in line with the way people really look for things. How to split an atom

Acadiane 1986, France, june 2005
Image via Wikipedia

If you can’t explain Tagging from a users point of view, no company would see the use of it. It’ll only sound like a lot of work and a nerd thing. My approach to explain is based on this car salesman. A client enters his show room and without looking around he starts asking. “I’m looking for a nice car. Do you have one that is affordable in a 2.0 liters series?” The salesman instantly knows which Citroen matches. The client continues: “Does that come with that beautiful soft grey leather and a navigator?” The client is still standing at the door. The salesman shows three photo’s of his collection. “These three match your criteria.” he replies. It turns out to be less affordable but the client accepts, picks one and wants like a test drive. Sold.

If all information online would be offered like this you wouldn’t need to search, read, or browse. You would be able to instantly find your way to your information. You also throw away large and complex websites. You need nothing but one page with a search field. It only requires some skill to systematically add tags to your content. But I think even a child could do that. It’s a matter of will.

Tags can be used with semantic ordering your information. The question for the 2.0 liter simply pushes away all smaller options and brings the bigger ones to the front. It’s a natural way to determine what to offer. Delicious example of using tags. 🙂

Tagging also makes marketing a bit easier. You don’t have to be honest in giving tags. Just be careful not to push it too far since the client is not totally stupid. Don’t tag the Citroen C5 navigator as ‘user friendly’.

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