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Ads Are Here To Stay: Planning For Ad Placement

Site advertisements can interfere with content and disrupt layout. Yet they are most often part of website requirements, forcing IAs to come up with strategies for incorportating them. Is there a graceful way to handle ads online?

Kirtland, Alex. Boxes and Arrows (2005). Design>Web Design>Marketing>E Commerce


An Alternative to Banner Ads

Banner ads are not a particularly useful way of getting people to 'click', but inserting a plain vanilla link just might be.

Baker, Adam. Merges.net (2001). Design>Web Design>Marketing>Usability


A Bad Site: Martha Stewart Gets "Vasperized"

Even public relations web sites must be user-centered in design and content. Narcissistic, arrogant PR sites are counter-productive in the digital age of transparency, fault-admission, and altruism via shared information. Find out why Martha Talks is a web site failure from a usability and ethics point of view.

Streight, Steven. Blogger.com (2004). Articles>Web Design>Public Relations>Marketing


Be Open to Closed-Loop Marketing

Though it's sometimes tough to implement, making marketers feel as if they're going in circles, closed-loop marketing can help you adjust marketing campaigns to deliver highly targeted content and advertising.

Allen, Cliff. Allen.com (2001). Design>Web Design>Marketing


Be Willing to Put Yourself Out There

It’s nerve-racking, spine-numbing and absolutely intimidating to get out there and tell the world about yourself and your business, but at some point, you have to ask yourself just how serious you are and how willing you are to let go of your fears and inhibitions and just do it.

Riviere, Amber Singleton. Web Worker Daily (2010). Careers>Web Design>Marketing


Brand Experience in User Experience Design

As user experience professionals, we have the opportunity to work more closely with brand and marketing specialists to clearly articulate the brand perception we want to elicit from our customers. Brand perception is, in part, an expectation on the part of a customer regarding future interactions with a company and its products and services. To achieve our desired brand perception, we must consistently represent and deliver the brand values we have led customers to expect.

Baty, Steve. UXmatters (2006). Design>Web Design>User Experience>Marketing


Branding Copy and Web Sites: A Bad Fit

The trouble with using text as a branding tool on web pages is that it gets in the way of what visitors are looking for. Visitors want and expect text to be useful and information. They are in 'active' and 'engaged' mode. They are searching. They want something. Text that isn't useful is disappointing.

Usborne, Nick. Excess Voice (2004). Articles>Web Design>Writing>Marketing


Build Up Links to Your Website

Link building is an essential part of any online marketing strategy. Learn how to in this article.

Moss, Trenton. Webcredible (2004). Design>Web Design>Marketing>Search Engine Optimization


Building Viral Marketing Tools   (PDF)

One of the best ways to spread the word about your website is to let your audience do it for you.

Walter, Aarron. Building Findable Websites (2008). Articles>Web Design>Marketing>Social Networking


Business-Centred Design

In traditional user-centred design, focus is on users’ needs and their use of the product, while marketing is left to the marketing department. On the web, usability and marketing go hand in hand. Whether commercial or not, a web site has to meet the need of its users and at the same time convince them to take action, for the objectives behind the site to be meet.

Olsen, Henrik. GUUUI (2003). Design>Web Design>Marketing>Usability


Choosing The Right Strategy For Your Online Business: Pay for Inclusion versus Pay per Click

How to determine the ROI for Pay for Inclusion and Pay per Click marketing strategies.

Zwicky, Richard. Metamend (2004). Design>Web Design>Marketing


Clicks that Stick: Retargeting Users that Leave Your Site

98 percent of Internet shoppers leave ecommerce sites without buying. That is why Internet-savvy marketers are starting to use retargeting technology to pursuing customers who have left their website and recapture lost sales.

Janisch, Troy. Icon Interactive (2007). Articles>Web Design>Marketing


Clickthru Is Evil II

Ten years ago, Tim Berners-Lee invented the web. Five years ago, advertisers started discovering it. Now they are poised to wreck it. Double-Click’s poison cookie has Alan Herrell foaming at the mouth as he explains why Clickthru is Evil.

Herrell, Alan. List Apart, A (2000). Articles>Web Design>Marketing


Color Design for the Web

Did you know that a site visitor forms his or her first impression about your site within the first nine seconds of a visit? Making sure your color scheme is in contour with your site's content and visitors, is very important. You want the color scheme to enhance your site and it's content, not distract or confuse your users. Color gives users cues as to your site's navigation, grouping of content, importance, relationships, etc. For this reason, color is an essential element of Web site design. Most of the people relate to color similarly online and offline. Visitors to your site, whether they know it or not, respond to colors and other visual elements on your web site on a psychological level. An intrigued (and non-confused) site visitor is more likely to engage in the goal of your site -- whether it is meant to inform, entertain, or to sell goods or services.

Singh, Vaishali. CoolHomePages.com (2000). Design>Web Design>Marketing>Color


Content Based Sales

Content-based sales means using high-quality content to generate traffic, which you then use to earn money (but not necessarily on the web-site).

Content Strategy (2007). Articles>Web Design>Writing>Marketing


Content for Tourism and Hospitality Sites

My worst experiences with hospitality sites have been to do with vague location, online timetables, poor follow-up communication, and out of date information. I have wasted days as a result, which I hate.

McAlpine, Rachel. Quality Web Content (2004). Articles>Web Design>Marketing>Writing


Conversion Rate Optimization, Part 2

In part one of this two-part series we introduced and reviewed the basic concepts of conversion rate optimization and how Google’s Web Optimizer – a free tool from Google – can help improve your conversion rate, delivering fewer browsersmaking tire kickers drive off the lot and more buyers to the checkout. We also examined some of the tests that GWO performs to deliver useful conversion rate analytics. But there are additional benefits to using this performance assessment tool.

Townes, Frederick. UX Magazine (2007). Articles>Web Design>Marketing


Create a Strong Intranet Brand

The intranet needs to have a strong brand, a sense of identity that, at a basic level, distinguishes it from the public website and other information sources within the organisation. Beyond this, the intranet brand should be designed to build staff trust, and to convey a clear sense of what the intranet can offer and when it should be used. This briefing explores the role of the intranet's brand identity, as well as outlining how to put it into practice.

Robertson, James. Step Two (2006). Articles>Web Design>Intranets>Marketing


Creating a Sales Page That Converts

Anyone can put up a web page, but putting one up that actually sells requires some skill. Discover exactly what you need to do!

Beckert, Loren. Webcredible (2005). Design>Web Design>Marketing>Usability


CRM: A Way of Thinking About Customers

Marketers have many ways to influence customers' purchasing behavior and decisions. They start with advertising aimed at acquiring new customers and continue through sales and customer service that generate repeat orders. Until recently, it was normal for many of these functions to be performed by a company's different departments, which did not act as a unified team.

Allen, Cliff. Allen.com (2003). Design>Web Design>Marketing>CRM


Designing Style Guidelines For Brands And Websites

A website is never done. Everyone has worked on a project that changed so much after it launched that they no longer wanted it in their portfolio. One way to help those who take over your projects is to produce a style guide.

Neville, Kat. Smashing (2010). Articles>Web Design>Style Guides>Marketing


The Devil His Due

The online adult industry leads the B2C marketplace. On the web's ghost-town Main Street, populated with derelict online storefronts, the Porn Saloon is still open and still doing good business (though not as good as before). Given that success in our culture is associated with making money, the online adult industry is showing the rest of the industry a possible path to online success. Designers, developers, and site owners can learn from the porn industry. Not from its generally ridiculous branding and graphics, but rather from its affiliate programs, technology, and customer service.

Jacobson, Bob. List Apart, A (2001). Design>Web Design>Marketing


Do Web Enhancements Pay Off?

It's commonly thought that investing in loyalty-building features such as personalization is a sure-fire way to increase profits. This is because it costs less to keep a customer than to attract one in the first place. However, a deeper look into the economic value of Web site enhancements might have you changing your priorities.

Allen, Cliff. Allen.com (2001). Design>Web Design>Marketing


Does Twitter Fit into Your Branding Strategy?

Twitter, often referred to as the water cooler of the Internet, teaches us the art of brevity by limiting communication to 140 characters or less. But unless you can compress instructional content in ingenious ways, you’ll find Twitter limiting as a method for delivering documentation. Instead, Twitter is better used for the following: eavesdropping on customer conversations; putting a personal face on your company; and increasing the reach of your announcements.

Johnson, Tom H. I'd Rather Be Writing (2008). Articles>Web Design>Marketing>Blogging


Don't Submit Your Website to Any Search Engines

Submitting your website to every search engine is an incredibly time-consuming process. There are hundreds and hundreds of them out there - no doubt, you've come across the companies who'll submit your website to 1000 search engines for you. Search engine professionals know that the vast majority of these search engines have a very low usage rate and will drive hardly any traffic your way. In fact, it's only a handful of search engines that drive the majority of traffic from search engines to websites.

Moss, Trenton. Webcredible (2004). Design>Web Design>Marketing>Search



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