Utility, Design and the Web
This morning I read this entry from Seth Godin and keyed on this quote:
The funny thing is that design on the web is almost the opposite. Winning sites on the web almost always have terrible design and terrible logos...In fact, it works so well it now seems to be clear that clunky, engineering-built design might just be the secret to success online.
This statement synchronizes with the emerging reality that the web is developing its own rules for effective marketing. When attention is derived from recommendation and not interruption, the advertising focus must shift towards gaining and then leveraging recommendation. Print and TV analogues like banner ads or pre/post/mid-roll advertising do not translate into effective marketing.
What translates is utility, agile development, rich customer feedback loops and scalability. BokayMe is a representation of this strategy. The site was developed quickly ,based on the simple utility, build your own unique digital bouquet. It was developed utilizing an agile methodology on the Ruby on Rails framework. Since we launched we have engaged in continual improvements based on user feedback and we are only a week in.
BokayMe is just one project, but it points to how Sympact is approaching brands and agencies to discuss their interactive marketing agenda.
Just the other day I stumbled upon an article in which the author discusses her ideas on what "Web 3.0" means. Key to the whole thing was this same concept that the future of marketing on the web is based on recommendation & ranking.
Here is the article: http://www.guardian.co.uk/media/2008/feb/04/web20?gusrc=rss&feed=media
Posted by: Lar | February 15, 2008 at 04:33 PM