Wednesday, October 11, 2006

Article on USabillity and online marketing communications

It looks like its the month for magazine articles. I've also been asked to contribute on an article relating to usabillity in online marketing communications.

It's a subject I feel pretty strongly about and so my piece below could well put the cat amongst the pidgeons if it is printed.

The issue of usability has been ignored in online marketing communications for far too long. It is largely an ignorance issue with far too many people involved in the production of online materials either not understanding or ignoring the finer points of cross browser, cross platform, multi-resolution display and best practice HTML. Whilst they speed production up, visual design HTML tools can lead to bad habits forming and Microsoft’s Frontpage tool is probably the worst offender of all. People who code in HTML should be able to do so using nothing more than a text editor, and I definitely wouldn’t employ someone who could not.

Good standards of HTML are essential for producing web pages and HTML emails but on their own, they are not enough, it is also understanding the media from a design point of view. Far too many times, emails are designed in the same way as print ads, and then perform badly both for open and click through rates. It’s about thinking and understanding that your piece will be seen in a variety of ways, even without graphics loaded. At WDMP we don’t just look at how our emails look as text only and with graphics loaded but also with graphics not loaded and in all of the major email and webmail clients. We have achieved double the industry averages for our clients which proves that this approach works.

The next design issue concerns how much of the email you can see at any given time. Email clients such as Outlook and Thunderbird, have a summary display mode which shows a little of your email to the user and lets them decide whether they want to open it or not. It does depend on the resolution of the screen that you are working on but we can get a good idea of how much you can afford to tease the client with in that small space. Basically you want to get them to open it up, and that’s your sole goal at that point.

Once it is opened more content is available and here the primary focus is to make the user want to read all of it, whether it is displayed full screen or with a scroll bar. Its about teasing the user with your copy and graphics and bringing them in to your email to the point where your call to action is an obvious extension of the user’s activity.

It sounds simple but getting the finer points of this concept across to offline creatives who are used to permanent sizes and folds can be difficult and clients are not prepared to be used as guinea pigs.

All too often I receive emails that look great when I open them up at full resolution, but lose their impact in my summary window without graphics. The result is that I don’t open them, and this is true of a lot of users.

Of course this is a lot to do and a lot of clients also need educating that there is more going on, than creating ‘just a simple email’. Putting the extra work in to attain higher open and click through rates can increase the price of the work and so trust is a big factor. We have clients we’ve been working with for a while and they are very happy that we use this approach, but it can be a difficult concept for clients who don’t know you to grasp, particularly if you are up against a competitor who says these things can be knocked out in five minutes and cost a hundred quid. Our response is to look at what the client wants to achieve and demonstrate the ROI to them.

For Websites the issues are even bigger, because of laws concerning accessibility. There has been no test case yet and so the law hasn’t been tested, but there are still so called Internet design professionals out there who have no idea how to design usable and accessible sites. They are still stuck in the late 90s mindset of creating all Flash sites. What is hysterical is that some of them even think they are being innovative and clever. Personally I don’t think it’s very clever to commit your client to an expensive pay per click bill each month in order for search engines to pick up the site. I know a lot of people in the industry switch off when accessibility is mentioned or consider it a technical issue that they don’t understand but usable sites are accessible and everyone in the industry should be supporting these standards.

Flash can be an extremely powerful tool to use but for every flash element that is created there should be a non flash alternative. Hybrids of this nature are really the utopian dream and we worked hard to get this effect on our own site when we redesigned wdmp.co.uk recently. When you can demonstrate it to a client and show the benefits then it’s much easier to explain the ROI.

Planning your site correctly solves a lot of the problems and site maps and wireframes are key tools in making sure that you plan the navigation and don’t leave key areas hidden from users. They also ensure that you split up the screen and give weight where its needed. Placing a key piece of information below the scroll line in order to accommodate atmospheric graphics is just dumb.

Screen resolutions have always been the big issue with web design. A designer wants to use as much screen real estate as possible and at their best they do stand as pieces of art. If the user is baffled though or doesn’t understand quickly enough what they are supposed to do, then all that art is pointless. Clear instructions and intuitive ever present navigation are essential to any website. I still see sites around where the look and feel suddenly changes for a new section or the navigation changes its style, and sometimes disappears altogether. There’s no other way to say it, this is just bad design, and I’ll bet that the usage stats prove it.

All too often business to consumer sites sacrifice usability for design and its so unnecessary. The odd thing is that Business to Business sites tend not to make the same mistakes and my observation is that the best web designers have a mix of B2C and B2B experience or even purely B2B.

What it all comes down to is knowing the industry standards and how best to implement them. The pay off is that clients get sites which have high and regular usage which facilitates relationships. I’m talking as though this is a hard thing to do but it really isn’t rocket science. One of the best things about the web is that anyone can design a webpage and the single worst thing about it is that anyone can design a webpage, just because something can be done it really doesn’t mean it should be, and web professionals have a duty to understand the standards associated with their profession.

Tuesday, October 03, 2006

Tesco enter the Software Marketplace

On another Note, Tesco have decided to enter the home software market with an office suite, anti virus and drawing program. The suite is going to be marketed as a budget product around £20 compared to MS Office which has a basic retail price of £199. I can't make up my mind if this is an incredibly clever or incredibly stupid move.

On the one hand going up against a Microsoft dominated marketplace could be seen as a foolhardy move, especially with an Open Source product also in the marketplace, and on the other hand the purchase channel for a perceived low spend user is understood by this segment and so it might just work. If it works there could be interesting responses from other retailers in the sector, perhaps even Sainsbury's becoming a channel for MS OFfice, or maybe even a low entry level version of MS Office appearing in Somerfields . I'm going to watch this one with interest because I freely admit to not knowing what will happen next. Tesco are used to picking fights with people but even they could take lessons in bullying from the Redmond boys.

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The Whys and Wherefores of Corproate Blogging

I've been asked to contribute a piece for a magazine article on the whys and wherefores of corproate blogging.

My first effort needs editing down but I'm quite pleased with it as a first draft.

The blogging phenomenon has actually been with us for quite a few years and has only recently reached the point where it is accepted as a corporate tool. I started the first of my blogs in 2000 and I expect the early adopter blogging companies of today to become more sophisticated in their blogging use in the coming years with blogs for internal staff, blogs for customers, partners, suppliers and the rest of the world.

Currently there are two industries leading the blogging charge, technology companies and marketing/advertising agencies. This isn’t altogether surprising given that these two industries are the ones most affected by the Internet and Interactive Media. Close on the heals though is the entertainment industry with particular emphasis on film, television and music. There is a lot of debate currently as to whether a blog written to promote a film should declare that it is a work of fiction or not with the latest example being lonelygirl15, which also opens up the idea of video blogging. Another example which brought derision down on the company which made it concerned the video blog by Agency.com for a pitch for Subway sandwiches. In both cases the video blogs were recorded according to a script rather than being genuine accounts of what happened at the moment. It is the difference between a genuine reaction to something and an attempt at acting.

Blogging does open the doors to your organisation and make you transparent which is recognised by most as a good thing, but you don’t want to give your competitors an edge by tipping them off with sensitive information at least until your clients and partners have been fully briefed (most corporate secrets fail to stay secret after that point usually).

Of those that blog there are two distinct approaches. The first is companies who encourage their staff to keep personal blogs about their working life hosted by the company and therefore give a personal lens view of the organisation. No two lens views will be exactly the same but overall a picture forms of the orgnisation. Microsoft and Google in particular are very good at this, encouraging staff to keep personal blogs and also read each other’s, whilst also reminding staff of their contractual obligations not to make sensitive information public. The Mark Lens firing by Google following entries in his blog stands as a warning to all, but has not resulted in mass firings for those who do not tow the company line on their blogs. It did however make people sit up and raise a few eyebrows at Google, and the technology giant did seem to come off worse in the blogging PR stakes after the incident. It seems though to have been an isolated case with lessons learned and most companies choose to deal with any hiccups privately rather than with public disciplinary procedures. When Robert Scoble left Microsoft his exit interview was recorded on the Microsoft blogging ‘network’ for all to see and many of his comments reveal a lot about how blogging inside a large corporate is viewed by the people actually keeping the blogs. His interview is at :

http://channel9.msdn.com/Showpost.aspx?postid=213207

Within Microsoft a ‘blog smart’ ethos was developed but with over 2.5 percent of this enormous company’s staff blogging, it cannot be ignored that the perception and reputation of Microsoft amongst developers and customers has not been higher for over ten years. Much of this is attributable to blogging. IBM and Yahoo have followed a similar pattern with similar guidelines but interestingly enough their reputation in the marketplace has not increased to anywhere near the same extent. There will always be some who will question whether a company like Microsoft can ever be trusted fully to present itself truthfully given their history. I must admit I am one of them.

The second type of blogging company has an official blog in the company name, which designated members of staff can contribute to on a daily basis. Typically this is how smaller companies handle blogging. Some set this for senior management and department heads whilst others encourage the entire organisation to contribute. Wieden Kennedy’s blog “Welcome to Optimism” is a good example of this. They keep write-ups of pitches they have done, new work just released, company night’s out, late nights at work, new hires, and really show what its like to work with this extremely talented group of advertising people. It therefore serves as a recruitment tool but also showcases work to clients and prospects alike. A new prospective client gets an extremely good view of the agency and gains valuable information as to whether this is a team that they want to work with. The question though in these circumstances is whether clients really want to know what it is really like to work inside an agency or whether this is more truth than they can handle. Wieden Kennedy’s growth for the year seems to indicate that this isn’t the case and the rest of the personality of the agency is clear for all to see whilst the industry reads their blog hoping to pick up some tips on how they produce the excellent work they do.

It is difficult to say which companies in this area are handling blogging badly because there does not seem to be a right or wrong way to do it, only a choice as to how much you share and how regularly. There does however seem to be a lot of companies who are not blogging at all and seem to be oblivious to the tool which is surprising given the amount interest coming from clients. Certainly an agency that is not blogging shouldn’t really be giving advice to clients on the subject, and any blog by a company which attempts to hide it’s identity in favour of promoting it’s products is seen in the blogosphere as dishonest and those that have tried this approach have very quickly been out-ed with resultant damage to their brand.


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