November 27th, 2010 by typhonvision

Internet Advertising has revolutionized the way we market our business in the last 10-15 years.  As Advertising traditionally reserved for companies with a large advertising budget.  Whom could afford the high cost of distribution for Media on TV, Radio, Billboards, Signage and Print.  Yet year over year, statistics have demonstrated that advertising budgets are shifting in their allocation.  Moving away from the traditional advertising systems.  While traditional advertising systems  still have there place, there is no question that budgets are being reduced in that area and increased on the Web.

When discussing the Internet Advertising systems, this includes reference to the Pay per click (PPC) and Affiliate Advertising methods.  The main topic of discussion in this article will be the PPC advertising system.  Since today, it is the most popular and by general consensus considered the most effective.

Some of the reasons for the success of Internet Advertising over traditional advertising are listed below :

Flexibility in Budget : Traditional advertising was thought to be very expensive.  And often could be unaffordable for medium and small businesses.  However the new Internet Advertising systems allow for affordability on some level for businesses.  Providing a varied range and scope with low, medium and high budgets.

Advanced Tracking and Demographics : One of the challenges of the traditional advertising systems is the inability to track down which methods produced the best results.  Like all things computerized,  the Internet advertising model allows for greater precision and measurability.  Giving a better cope of what advertising networks produce the best results for your campaign.  As well, Internet Advertising has greater potential in reaching your target market.  (Discussed further later in this article when outlining the benefits of Facebook advertisements).

More people are Searching / Shopping online : Internet phobia is reducing.  As today, often any shopping for a product or service begins with research on the Internet.  Whether your product or service is Business to Business (B2B) or Business to Consumer (B2C).

Acknowledging the growth Internet Advertising, often the question occurs which particular Internet Advertising systems are beneficial for your business.  Which can be answered first by determining whether the PPC method or the Affiliate Advertisement route is favorable for your business model.

How do PPC and Affiliate Advertising differ?

The two major categories of Internet Advertising are listed below:

Affiliate Advertisement : An Affiliate advertisement often can be seen when visiting a website which a banner ad is displayed at the top or the bottom of the website.  Affiliate advertisements are paid on the basis of how many times a significant action has occurred, such as how often a Sale or Lead is generated.  Affiliate advertisements are designed that once the user visits the site from the ad, the advertiser is only committed to pay if the consumer purchased the product after seeing the ad.  Alternatively the Affiliate advertisement can also be setup for other concrete measurable actions, such as a lead being generated.  Which the landing page of the ad is setup for the user to fill out their information as a potential lead.  Which the sales team may follow up with that lead at another point

The benefit of Affiliate advertising is that you are only paying on the basis of your bottom line results.  Therefore if the traffic numbers you receive in response to the ad are strong, but the actual sale of the product is weak, the Advertiser is not committed to pay.

Ultimately Affiliate ads are more difficult to setup and often requires someone with a fair degree of technical knowledge to setup the tracking code.  And it’s  a less popular choice since many website publishers choose not to take the risk of have an advertisers ad show 1000 times in a day and not being paid anything.  (Which is more favorable for the advertiser, but not the website publisher).

Affiliate Advertisements share greater popularity with E-commerce stores.  Since it is easier to measure the concrete trigger for the payout based on on-line sales.  Most of the Affiliate Advertising systems work with similar systems with some variations in back end management.  So recommendations will be limited in this article to some reputable companies such as Dark Blue, Commission Junction and Neverblue.  With the main purpose of this article to investigate the PPC systems, due to the greater popularity and equality.

PPC Advertising (Pay per click Advertising) : The way the PPC advertising system works is by selecting the trigger action for your ads.  In search engines like Google, Yahoo and Bing, it often is the specific keyword combinations that trigger your advertisement.  For example. when the user to types in “home renovation toronto” in the Search Engines, your advertisements appears on the top and side margins of the Search Engine results.  For social networks like Facebook or LinkedIn, it may include other triggers.  Such that if the user of the given social network is of a certain age, the advertisement would be displayed (Since enrolling in a Social network likes Facebook or LinkedIn users often include this personal information).

Once your trigger is defined, you then select your monthly budget.  Your monthly budget determines the ceiling in which you do not wish for your bill to go above.  Advertising networks like Google Adsense and Facebook start at $31 per month.  So your advertising budget can range from the minimum rate to thousands of dollars per month, depending on what you can afford.  However the higher monthly budget gives greater leverage.

Next you select what the range you are willing to pay for each time someone clicks on your ad for your selected trigger. (Ie. how much you are willing to pay when someone clicks on your ad after typing in “home renovation toronto” in Google).  The higher monthly budget will allow you to use more aggressive bidding ranges for what you are willing to pay per click.  Providing you with a wider spread per click.

Based on the bidding ranges you enter, you ads appear in a given frequency.  Where during certain days and times of day the bidding ranges are more competitive.  And certain triggers or keyword combinations are more expensive based on their demand.  Which the more aggressive bidder would appear more frequently.  Although it is possible for the advertiser with a $31 budget to appear on the 1st page of Google when compared to the $100 budget per month (During certain times of day).  Yet the frequency of the ads being displayed with the smaller budget will be less.

The beauty of the Pay per click system is you are only obligated to pay when someone actually clicks on your advertisement.  Therefore you are paying based on the given response and not on how many times your ads shows up.  This is drastically different from the traditional advertising systems such as Print, Radio or Television, which you are essentially paying for how many times your advertisement is displayed.  Giving limited accountability for the Advertising media to how responsive people are to your ad.

Which PPC Advertising system to choose.

Choosing the right PPC advertising Network can be a daunting task.  It it all depends on who you are trying to target and how you are trying to target your audience.  Whether you are looking to use a push / pull marketing strategy.  Or if your product or services are B2B or B2C.  Below are some of the advantages of the different advertising networks with their respective Pro and Cons.

Google Adsense Advertising

Description : The Google Adsense is by far the most popular advertising system on the Internet today.  And lead to the revolution in the advertising world, proving that Internet Advertising can be effective.  As often other advertising networks look to model the success of the Google Adsense program.  The Google adsense program is mainly triggered when users are performing google searches and ads rank favorably in the top and right margins.  However, the Google Adsense program also includes the Google Partner program.  Which looks similar to an Affiliate ads system in appearance.  In when a given user is visiting a website, a banner advertisement may be shown somewhere on the top or side of the website.  Or while a user is watching a Youtube video an advertisement may appear at the bottom.  Which the Partner program ad is triggered by keywords on the page.  Therefore if the user is reading an article on Do-it-yourself home renovation, the banner ad promoting home renovation would be displayed.  And the advertiser would only be obligated to pay if the user clicked on the ad.

Pros : Google by far is the predominant search engine today in the Internet World.  And is only continuing to grow in popularity, as it’s the most frequently visited website in the world.  Making a fair portion of most Internet advertising budgets allocated towards the Google Adsense program.  As it is an effective ‘Pull’ Strategy for users that are researching for a product / service in your related field.  Google is continues to be a pioneer in the Advertising world by being quick to implement new features.  And always looking for better ways to improve the quality of its system for both advertisers and users.

Cons : Being the most popular Internet advertising system out there, it often is the most expensive in the cost per click.  Since the cost per click is based on the law of supply and demand.  And the demand for favorable placement on Google is high.  Also Google has a strict quality control team.  Which they can have some unforgiving policies of banning or suspending advertisers that do not follow their guidelines.  That can be considered a plus, however some well meaning advertisers may get burnt in the process.

Yahoo / Bing Advertisments

Description : When web users can’t find what they are looking for on Google, they often go to search engine like Yahoo and Bing next. In 2010, Yahoo and Bing have now merged there advertising system in order to remain a competitive force with Google.  However Yahoo / Bing advertisements mirror the Google Advertising system very closely working on similar principals of showing ads when keyword searches are typed in. As well, Yahoo and Bing have a partner program which mirrors Google.

Pros : Based on the law of supply and demand, Yahoo / Bing ads can have a lower cost per click.  And it can be argued, the quality of the lead does not change, whether the web user found your website through Google or Yahoo.  It may in fact increase the quality of the lead since the web viewer is taking time to throughly search for a good respective partner.

Cons : Often Yahoo / Bings ads look like the “me too” little brother of Google.  In which they replicate the Google Adsense program so closely, they can be appear to be the copycat.  Also, the gap between people searching on Google and other search engines seems to only be growing every day.

Facebook Advertisments

Description : Facebook is one of the greatest threats to the Google Adsense system.  Which will continue to develop and be more significant as time goes on.  Since Facebook is the 2nd most visited website in the world.  But exceeds Google in the amount of time people spend on the website and how frequently they visit per day.  Facebook advertising is displayed when a Facebook users is on the site and a banner ad is displayed on the sidebar.  Unknown to some, this banner ad is targeting the specific demographic of the user profile.

Pros : Part of the process of being involved in Facebook is to enter your personal information such as your Date of Birth, Profession, Interest and Activities.  Facebook is able to target ads based on your personal information.  Which provides massive leverage as a marketing system.  At the time of this article (November 2010), Facebook ads are relatively inexpensive on a cost per click basis when compared to Google.  Making it much more affordable for most businesses of all sizes.  In addition, it provides greater brand awareness, even if your ads are not being clicked on that often.  Since the ads are graphical, it repeats the imagery of your brand, impressing it subconsciously into the mind of the consumer.

Cons : Facebook ads is still a work in progress.  Although the rate of progress is occurring at a very fast rate to be in competition with Google.  Yet it’s still not at the same level of sophistication as the Google Adsense program.  However in years to come, the gap of sophistication between Google Adsense and Facebook ads will most likely reduced.

LinkedIn Advertisments

Description : LinkedIn is the most popular professional social network to date.  In which professionals go online to meet other professionals.  LinkedIn can be considered Facebook with a suit and tie.  Where you often channel people whom you do not wish to reveal details of your personal life.  With the millions of users on LinkedIn, it’s a significant network to take into account.

Pros : Almost every profile on LinkedIn includes the users current profession and professional history (Which not everyone on Facebook includes this information).  LinkedIn has a foothold of this information.  By allowing ads to show only to people in specific professions or industries.  Which makes it one of the best potential Business to Business advertising networks (If not the only viable one at the moment).  Therefore you can target your ads to the specific decision maker for your potential customers, if they categorize in a specific profession(Such as the CEO, VP of Finance, HR manager, Professional Purchaser, Creative Director or Customer Service manager)

Cons : As of today, the LinkedIn advertising system is still within it’s Beta stages(Test software).  And it lags behind in terms of sophistication with its reporting tools when compared to Facebook, Yahoo and Google.  And when compared to a social network like Facebook, people don’t spend as much time on LinkedIn as they do on Facebook.  Since the air of formality doesn’t lend for the same level addictiveness as Facebook.

So is Internet Advertising right for you?

Especially during these challenging economic times, marketers are looking for more effective alternatives.  With the range of Internet Advertising networks to choose from, the ability to reach your potential customer continues to grow.  Especially with the future of developing Internet Advertising systems like LinkedIn and Facebook.  Yet today, many businesses have found great success with the older systems like the Google Adsense program.    As Internet Advertising has proven to be a effective method for promoting business  and will only increase in importance.  So Internet Advertising is here to stay and not going anywhere but up!

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October 22nd, 2010 by typhonvision

E commerce was supposed to change the world.  In the infant days of the DOT.COM Revolution(early 2000s) Brick and Mortar stores were said to be a thing of the past.  Whereas E commerce stores were thought to be more efficient with lower overhead cost.

And we all know what happened to the DOT.COM bubble when it burst.  As a result the E commerce revolution didn’t occur as quickly as originally anticipated.  The main reason for the delay in consumer adoption to E commerce shopping was the lack of familiarity and comfort.  As the general consumer still had anticipations about issues regarding credit card security and reliability with the delivery of products.

Moving in 2010, E commerce has advanced considerably.  Which larger players like Amazon and Ebay have helped spread the general consensus that E commerce shopping can be safe, fast and easy.  As a result, year over year E commerce shopping has increased.

While the traditional ways of doing business still exist for most.  Lending a portion (Even a small amount) of your business to a E commerce component on your website can drastically increase your efficiency.

Who should use E Commerce solutions?

E commerce solutions are thought to be of benefit to those only focused on selling products.  As most companies providing services are limited by their Geographical region (Usually to their local area of service such as Toronto, Ontario).  However, there are some applications which E commerce can be effectively used for Services.  Furthermore, the traditional geographical limitations in providing services can now be faced with the myriad of the free technology available to us.  This includes tools such as Sykpe (Long distance calling), Youtube and Social media(Twitter, Facebook, LinkedIn).  Particularly if your business involves consulting as opposed to a physical service.

E commerce solutions for selling Products

The beauty of E commerce utilized for the sale of products is that your store can be everywhere and serve at any time.  Which exceeds the typical limitations of Brick and Mortar store.  Here are some broad categores of where E commerce for products can be used effectively:

Electronic Media - These include e-books, videos, audio and any form of Electronic media.  Special consideration should be given to e-books which in todays age is rising in usage.  This was confirmed when Jeff Bezos CEO of Amazon has claimed currently(Oct 2010) that 35% of sales from Amazon come from E-books(See Article here).  As E-books are a great way to distinguish yourself as a credible expert in your field.  And have a lower cost of production than hard copy books.  There are a variety of ways Electronic Media can be sold through an E commerce platform.  Which either the material can be downloaded within a limited timeframe (ie. 3 to 30 days window of opportunity to download).  Or can be downloaded multiple times indefinitely for a flat fee.  As with any electronic media, the susceptibilityto piracy is always factor and a threat in having downloaders redistribute the product for free.

Deliverable Products – This includes physical tangible objects which can be delivered by mail such as gift items, CDs, Videos and Promotional products etc.  Which virtually any product can be sold on-line.  However, consumers may be reluctant to buy from your website with the fear of receiving damaged goods upon delivery.  This can be challenged by outlining a solid customer satisfaction and return policy.  And describing your measures for effective packaging.  Consumers also might be reluctant to buy from your website since they may not be able to see, touch or feel the product.  Effectively integrating Video on your website for each of your key products can reduce reluctance.  Which the Video can display the product from all angles and its useful applications.  Consumers often feel enticed to buy a product based on a TV Commercial alone.  Done properly, Web Video can work in a similar manner to invite the consumers to buy.

Customized Products - This can be either a subset of a deliverable product or an electronic media item.  And can marketed in a manner that is similar.  However often the challenge with Customized products sold online is the variable pricing.  Which price can be determined by different factors (size, colour, accessories).  A strong identification of all the factors that make up the price of the item in a logical system can resolve this issue.  Where the different factors to scale the price can be programmed into the system.

E commerce for Services

Using E commerce for the sale of your services can be used in a variety of manners.  Included below is a brief example :

Events - This includes Seminars, Parties, Network events and Social events.  Whereas pre-registration is often required for many events to get an accurate estimation of the number of people in attendance.  Receiving a deposit for the event on-line can help to ensure more committed attendees show up.  Events can be promoted on your own website as well as third party websites such as meetup.com

Payment to Vendors – E commerce cannot only be used to get paid by your customers, but it can also help to pay your Vendors and respective partners.  This can be particularly useful if your vendors are overseas.  As platforms like Paypal can make it easy to transfer money

Services with a Variable price - This can include services which may vary in the price per item such as consulting services or donations (If you are not for profit).  However, depending on your E commerce setup ,it can be designed to handle a variable price specified by yourself or the consumer on each transaction.

What platform to use for E commerce component on your website

There are a variety of options which to house your e commerce platform.  Which is all dependant on your unique needs.  However, if you have under 20 items to sell on your website.  A dedicated platform may not be necessary at all.  As items can be sold with Paypal buttons extended onto your website.  Which is relatively easy and inexpensive to setup.

For a greater quantity of items.  A dedicated platform maybe required.  Which would also provide additional benefits such as advanced reporting tools (Showing most popular items), ability to enter stock quantity and expecting time of arrival.  In choosing a E commerce platform, open source software is often recommended.

Open source software is free software which a collective community of programmers continue to improve upon the functionality of the system.  Which yields regular and free upgrades in security, plug-ins and features.  In the past, it used to be the case that open source software was inferior to commercial grade packages.  However in 2010, often Open source packages can be more powerful.  Since the strength of hundreds of thousands of contributers can be greater than a single development team for a commercial package.

Stand alone open source E commerce packages like OS commerce and Zen cart have proven to be popular choices.  Which offer relatively easy installation and expandability.  However, if you already have a website and have taken the painstaking time to have it developed, there are options to extend upon your original site.  Such as if you have a WordPress (A popular content management system) site, there are various E commerce plug ins such as Welcart which can expand upon your current website without having to revamp your website design.

What E commerce can mean to you

Utilizing E-commerce on your website is not as daunting as it seems.  Its true in the past by majority E commerce was considered cumbersome and impractical.  However, the Internet has and never will be in a fixed state.  And technologies have greatly matured since its early days.  With the number of shoppers going on-line growing year over year, it’s becoming more important for businesses to not neglect this route.  As a effective E commerce plan can save you time and money while increasing your sales.

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September 20th, 2010 by typhonvision

Web video has become one of the best ways on establishing your personal stamp on the Internet and your website.  Yet today(September 2010), few businesses are taking advantage of this fantastic tool.  Which the reluctance to engage in web video can only be hypothesized.  However, it would be safe to assume like most technological matters it is thought to be a complex affair.

Before the days of Youtube, it’s true that placing video on the Internet was a cumbersome process.  Which discouraged most website viewers to even engage in the matter.  Making its return on investment very limited given the time and effort required.  This was mainly attributed to the large size of video files.  As compression techniques were not as sophisticated as they are today.  Therefore utilizing web video on the company website would often cause an exhaustion of the monthly bandwidth. (Total allowance of monthly traffic in and out of the website)

The popularity of Youtube coincided with a great advancement in video compression technology.  As Macromedia (Also responsible for Macromedia Flash) had introduced the FLV format to the web world.  The FLV format greatly reduced the size of video files while maintaining a high level of quality.  This leap forward in technology contributed to a major revolution.  As it allowed videos to be easily streamed on the web.  With little in the way of pre-downloading or buffering (Gaining a head start to minimize on pauses in between the video).  Which the video could be watched in real-time, similar to a Television program.  And thus, video on the web exploded.

However, great majority of the videos today are for the purpose of entertainment.  Ranging from comedic home videos to personal rants and reviews.  Yet, very few businesses are taking advantage of this technology.   Particularly lacking with Small and Medium size businesses  (As Large companies are utilizing its benefits marginally by engaging in more web video advertisements)

BENEFITS OF WEB VIDEO TO YOUR BUSINESS

Regardless of where technology goes, people do business with people.  And one of the best things about the Web is it allows you to deliver your message in a variety of ways.  Allowing you to personalize your brand with the time and effort invested.  As the Internet combines all the aspects of previous mediums into one (Television, Newspapers, Radio).  Allowing your individual personality and brand to jump off the page.

However, most business websites today say little about the people behind the company.  Which web video can be of great help in putting forth that message.  As often, there is due diligence put forth in listing professional credentials and achievements.  But often its the little things and nuances that make people comfortable in doing business with their selected partners.  Especially with the Internet, the web viewer has the power to move to the next website with only a few key presses if that comfort is not established.  Web video allows you to become more personable with your potential customers!

TYPES OF WEB VIDEOS

Web videos come in many different styles and lengths.  All with varying respective goals.  Here is a summarized list of different categories of web videos.

Introduction video

An Introduction video is meant primarily for when you first enter the website.  The main purpose of the introduction web video is to summarize the main selling points of your business.  An introduction web video should be approximentaly 1 minute and no longer.  Great majority of business websites should have this type of video.

Typically Introduction videos should automatically play upon entry of the website.  Since web viewers are often inundated with web videos today.  Having the video automatically play will ensure the viewer sees it, if they would otherwise be reluctant. If the Introduction video content is well thought out, they will continue to view it if the information is relevant.  The only case this would not be recommended is if your website is used as a information resource.  In which viewers continuously return to your website for the latest news and information in your industry.  However, this can be off-setted by creating a Splash page dedicated for the video.  Or making sure it is obvious on how to the stop the playback of the video.

There are three types of introduction web videos which are popular today: Personal Greetings, Company Overviews and Video Walk Ons.

The first type known as the Personal greeting is a short dialogue given from a key representative of the business.  Often this is best done by the owner of the business or someone who presents themselves well on camera.  The personal greeting usually consist of one or two camera angles.  In which the representative is speaking from a common place setting such as the company board room.  The personal greeting is becoming one of the most popular videos used by businesses today.  As it helps to bring the ‘personable’ element to your business.

The second type of introduction video is known as the Company Overview.  The Company Overview consist of multiple shots which delivers the general message of the Company Mission.  And often the Company Overview features multiple people in the video (As opposed to one person in the personal greeting).  These days, Company Overview videos are being used less today.  Previous to the invention of the FLV format, the company overview was often used as a downloadable video.  In the past, the problem with Company Overview videos was their length of time, often spanning from 5-10 minutes.  Which most people don’t have the time to watch when first entering a website.  Without at it at least being quickly identified in the viewers mind “What’s in it for me?”.  However a Company Overview video can still be an effective tool if kept to 1 minute.  By highlighting some of the benefits (Rather than the features) of your brand.  Which would allow you to introduce the ‘people’ in the business as opposed to one key person.

The third type is known as the video walk on(As seen on the Typhon Vision Website).  Which a speaker literally ‘walks on’ to the backdrop of the website screen.  The speaker then begins to highlight the benefits of the business to the customer.  The video walk on has similar advantages to the Personal Greeting.  However it is considered more sales pitch oriented with a little extra flash and polish.  And considering that video walk ons are more difficult to do;  It holds a higher status than Personal Greetings in terms of prestige and branding.

Video distribution(Video Blogs, Video Advertisments, Video Podcast)

A distributed video is used for the purpose of showing the video outside of the website on some of the respective Internet Video channels.  This includes podcast as well as the various Youtube clones such as Revver, Vimeo, Yahoo Videos, MSN Video, AOL Video, Clipmoon etc.  Often this is where many Viral Videos are found.

Videos which are focused on entertainment are often found in abundance on Video distribution channels.  So unless your business has an element of entertainment, usually these channels aren’t for you.  As most Videos which gain in popularity on these websites are those which are quirky and funny.   Although these channels can also include videos which are educational in nature.  Most educational videos don’t go viral since there isn’t universal interest amongst friends to pass the video along.  So the invested time is often is not worth its given return.

Also since the viewer on the video channel can be anywhere in the world.  And search results are not filtered by geographic region, this isn’t much help if you are a local business looking to expand on your locale clientele.  So in summary, unless you can make these video entertaining, usually this is not the place for most businesses.

Product / Service Details Video

These videos are often are found in the inner pages of the website.  Which help to elaborate or summarize some of the key aspects of your product / service.  Often these videos can be helpful to better explain areas of your business which maybe more technical or complicated to understand by the layman.  Making it easier to digest the information in comparison to the written word.  Since your Product / Service Video can relay its information by using diagrams, models and visual examples.   As a picture is worth a thousand words.

Unlike the Introduction video, this is where you can use a video that is longer than 1 minute long.  Since these videos are embedded deeper into the website, therefore the web viewer wants to know more.

Examples of Product / Service detail videos would be elaborating on your Quality Control Process.  Or showing all the different uses of your product.  Product / Service details video can also be used effectively as marketing material for your Sales staff.  As they can point to the video during presentations or send it to prospects to explain the more complex aspects of their business.  Since that complex information can be captured well with video just once.  And used multiple times to better educate your customers and prospects.

If you have some complex issues related to your business that require explanations.  A product/service video can help!

WHERE TO HOST YOUR VIDEOS

Videos can be hosted on external websites or your own website.  Using external websites would be utilizing the technique of Embedding.  By Embedding a video, the video can be uploaded to a website such as Youtube.  Which then utilizing special HTML code can be placed on your own website.  The embedded video in fact looks like its playing on your website, but is in actuality playing from the external website like Youtube.  The video can also be set to a private video so they can only be used for the purpose of embedding it on your own website.  Therefore cannot be found in a standard search query from Youtube or Search engines in general.

The benefit of hosting the video on an external website is that it conserves your monthly bandwidth (Amount of traffic allowed per month).  Which may make a significant difference if your website has a great deal of traffic already.  The downside is that embedding from an external website is often the Video Channels branding is displayed.   Such as the Youtube logo appearing at the bottom right part of your video.  Therefore, hosting the video on your own website removes this problem, however the flip side is the challenge is managing your website bandwidth allowance.

As an easy rule of thumb, if your website has more than 200 unique visitors per day and you have a standard web hosting package, then hosting your video externally becomes more important.  Granted that you are not making any adjustments to your webhosting package in the monthly bandwidth allowance.

SUMMARY

Web video is a great way to personalize your website and make it stand out from the rest.  With Web video you are able to make the differentiators of your business clear to your viewers.  As people are more open to watching a video than reading material on your website.   Although Quality of the production is always an important issue, the saving grace is some of the most popular videos on the web have not necessarily been the highest quality.  As many Viral Videos have been shot on Mobile Cell phone cameras alone.  However, since the Video is representing your business, it helps to allocate the best budget you can afford  But doesn’t neccessarily require a massive budget for your web video to be effective.  Web video allows your website to jump off the page and display itself in its full dimensions.  Which in todays competitive world, that extra edge in differentiating yourself can make all the difference!

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July 22nd, 2010 by typhonvision

Web design is like fashion, we all have our own personal taste.  And what was in yesterday, isn’t so hot today.  As the Internet world also goes through its own fashion trends.

Pre-1992 era, the Internet was not known to the general public, and text was all the rage.  As the graphical layouts with the Internet world we know today didn’t exist.  Then there came the first graphical browser known as Mosaic which changed everything.  Mosaic allowed graphics to be seen and shared on the Internet.  Bringing a new dimension to the World Wide Web, where a picture is worth a thousand words.  The same original developers of Mosaic went onto develop the famous Netscape Navigator.  Which then was duplicated with Microsoft’s Internet Explorer.  And the rest is history as we know it.

From 1995 onward the Internet became more common amongst the average person.  And became a great buzz word to bring up in any conversation.  Similar to how today(2010) the words “Social Media” are brought up at every dinner party, meeting or company gathering.  As it helps to make one to sound more sophisticated, distinguished and with the times (Regardless if you know what it is or what a computer looks like).

With the graphical interface Mosaic exposed, website visuals were taking to the maximum.  Adopting a “LOOK AT ME” philosophy, using everything and anything to garner attention.  Such as Animated GIFs, Flashing lights, Rainbow font colours in a single line of text and MIDI Music blaring from your computer speakers when you first enter a website (For the purpose of waking up the kids).  With all these components combined without any consideration stylistically if they made sense.  As it would be the equivelant to wearing a cowboy hat with a pin stripe suit combined with flip flops.  Although many of these old web designs have been extinct like the Dinosaurs for many years, a place to visit these vast artifacts was on www.geocities.com.  Geocities was a free web server owned by Yahoo.  Thankfully, in october of 2009, Yahoo buried these tired old web designs by closing Geocities.

Then came the era of Macromedia Flash in the early 2000s.  Although Macromedia Flash had originally came onto the scene in 1996, in the early 2000s it grew in prevalence.  Everyone wanted a Flash intro, except nobody would watch them.  Flash designers often touted the benefits of Flash, as a way to stand out from the crowd.  Working with full Flash web designs to Flash Intros when you enter a website (Which thankfully the SKIP INTRO button was invented).  Although Flash does have its place in todays web design world, it is used more sparingly due to its Search Engine Optimization challenges (Discussed further in this article).

The prevalent trend toward simple and clean web designs co-related with the growth of the social networking website Facebook.  Facebook grew out a Hardvard domatory, to the billion dollar company it is now.  Retaining much of its original look in its simplicity.  Although Google(Which came before Facebook) was a proponent of “simple is better” in its own design; Facebook nailed the point home that simple can be also be profitable.  One of many the aspects which made Facebook popular, was it was easy to navigate and quick  loading compared to some of its respective social networking competitors such as Myspace and Friendster.  Which were known for their painfully long loading times.  Part of the reason for this was the complexity in which Myspace users could customize their page.  Facebook was relatively intuitive  in comparison(Unlike Myspace, people over 17 years old could understand it), allowing users to network with their friends and share their latest news.  Users appreciated the simplicity in being able to find information quickly and not having to wait or be confused.  Showing you can have a million dollar website AND be cool, without being overly flashy in your visuals.

So here are some reasons YOU should consider a simple and clean design for your next web design project :

1) Website viewers often speed read.

The truth is, web viewers are lazy, we are guilty of that at one time or other.  In the constant rat race of life, the Internet allows us to find information quickly and move onto the next site if we don’t get what we want.  The reality is most web viewers speed read, as the average time spent on a business website at 30 seconds is not a uncommon number.  Speed reading is often conducted in making a “S” pattern with ones eyes when glancing at the screen.  Therefore it makes sense to visually make sure there is ample space between text.  And that the key points can be picked out during that speed reading process.

2) Google has confirmed better search engine results for websites with quicker load times.

Earlier this year(2010), Matt Cutts, director at Google confirmed that website load times as one of many (200+) factors were added to SEO results.(Search Engine Optimization Rankings)  Now does this mean you need to cut out every graphic image from your site to make it load faster than the speed of light? No, as  the basic principals of SEO still exist with Keyword density and Outside Links being the predominate fundamentals.  And load times are one of many aspects added to its detailed criteria.  So it’s just one more reason to not over burden your web design.

3) It’s easier/more cost effective to design an Search Engine Optimized website.

Before mid-2008, Macromedia Flash designs were a nightmare from an search engine optimization perspective.  However, preceding the summer of 2008 Google and Macromedia announced a partnership to improve search engine optimization with Flash sites.  While Flash sites optimize better these days, optimization is still not great.  The reason being is Google doesn’t read graphics very well. (Or at all – As it reverse engineers the graphics to read text.  Using OCR – Optical Character recognition technology which works with varying success.)  Even though some text may in fact look like regular text, it would technically be a graphic in Google’s eyes.  Since that graphic is made so it can be animated and flashy.  This doesn’t doesn’t only apply to Flash sites, but also static HTML websites as well.  As when a web designer is focusing on a flashy approach, graphics maybe used when text maybe more effective.  Text is the high octane fuel for search engines!

4) Simple and clean web designs present a more modest and professional look.

How do you want to present yourself professionally?  Do you want to convey trust, professionalism and credibility to your potential clients?  Often a simple web design projects a quiet, conservative, reserved and respectable image for your company.  Being, simple and to the point by saying a great deal, with as little as possible.  Being too flashy and over the top is like trusting the salesman in the brightly checkered suit.  Would you trust the smart, conservative, sober professional?  Or the backslapping, oh too positive to be real salesman who seems to think his finger is a gun.

So what your saying is….

So in short, the key is to be simple but NOT BASIC.  As web users of today prime concern is to get the information quickly and efficiently without having to do a whole lot of searching and navigating.  Often we seek to stand out from the crowd by being over the top and too flashy.  However, specific customers at your target market are often best captured with quiet, composed and clean web designs.  As its a true sign of expertise to be able to communicate your message effectively with less.  So don’t be that guy/gal standing out at the party for all the wrong reasons with leather pants in a fishnet top.  Get with the times and make sure your website is clean, clear, simple, professional and to the point in its web design.

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