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Marketing with Multimedia
by Kent Lewis

Fast forward to fall 2000. The simple functionality made popular by Yahoo! a few years back is now retro compared to the many Flash-enabled multimedia sites of today. As more companies rush to join the multimedia frenzy fueled by software developers like Macromedia and Adobe, there is a short supply of qualified developers, and of clear thinking.

As Web-savvy teenagers, college grads and old-school print designers toy with new technologies that allow integration and manipulation of audio, video, images, fonts and vector graphics, VPs of marketing are telling their CEO that their Web site needs a "facelift." When technologists mix with marketers, objectives are blurred and messages get lost.

As an Internet marketer, I’ve had the joy and the challenge of facilitating the development of Web sites for clients. I have to coordinate production between programmers, designers, copywriters and the client, all based on predetermined objectives, budget and timeline. My perspective has given me insight into the shortcomings of technology-focused developers and the narrow thinking of traditional marketers.

What I discovered is that programmers and designers do what they do best, but there is usually nobody there to tell them their designs are compromising the ability of the site to communicate, function properly or generally meet the needs of the target audience. There are a few simple steps that can be taken to minimize the impact of unintuitive design, however.

1. Get a clear understanding of the target audience. This may seem elementary, but for many designers, the design comes before the audience. Dig up all the existing data you have on your audiences and fill any holes with primary and secondary research. Make sure you have a good understanding of where, when and how they are surfing the Web. How fast is their connection? What operating system and browser do they use? What is their screen resolution? Developing to a standardized set of criteria will minimize frustration. Once the designers understand how the audience uses the Web and accesses information, concepting can begin.

2. Support the brand. Many advertising and some interactive agencies understand the power of a brand, but few are able to communicate the importance to the development team. Since any brand is built on the customer’s experience and expectations, the site must be consistent with all offline branding. Earlier on in the Web’s evolution, larger corporations with established brands had more flexibility in developing a Web presence, that is no longer the case. A poorly designed or implemented site could spell disaster, as it’s far too easy for potential customers to leave the site and visit a competitor.

3. Leverage the technology. This is more than an industry catchphrase, but just barely. The point is to use technology to solve a problem, not just for technology’s sake. If your target audience is not familiar with multimedia, why take the risk? On the other hand, if your audience expects only the best from a cutting edge company, you’d be taking a chance by not implementing the latest multimedia technologies.

4. Give users a choice. Again, bread and butter stuff, but too many developers are still focusing on handholding the visitor through the entire experience. This can be seen as offensive or frustrating, especially for advanced users. Remember that users have a learning curve, not only as they become familiar with a browser, but with each individual site. If your site has a stupid multimedia introduction, allow the visitor to skip it, thus reducing the chance that they will leave before they even get there.

5. Create a call to action. Perhaps the cardinal sin of development. Far too many Web sites make it virtually impossible for a visitor to achieve their objective, whether it be downloading software, registering for a newsletter, contacting a sales or support person, or most importantly, purchasing a product. Give them enough options, and enough opportunity to seek them out on their own. Better to err on the side of simplicity.

6. Make it marketable. A lesser-understood consideration is marketability. If a Web site is designed in Flash, it is largely invisible to search engine robots. While it can be optimized for some engines, all parties should understand the impact of selecting a specific platform. Additional consideration should be given to the use of frames, new windows, plug-ins and interstitials (or placeholders). Each has a definitive impact on the ability to generate or maintain visitors.

Following the above rules will result in a more effective multimedia Web presence. That being said, it is up to both marketers and developers to understand where art intersects commerce, and how they work together.