If all the chat is about context marketing then surely it’s of equal importance how the content is sited in the application.
Although much content in these twitter constrained times is contained within a link or a click, in ecommerce web pages design is critical.
Customers are looking for information quickly, effectively and intelligibly. Whether it is text, photos, graphics or video, the design and balance of the page is vital regardless of what channels it’s on.
And even if you believe websites have had their day, the majority of brands still see them as a hub; an address on the Internet that carries the weight and significance of the entire business.
In these busy times, unless there’s something sticky on a home page to grab attention, incoming traffic barely has time to scan a site before it’s bounced. So there’s no point in commissioning a video, which is the loudest, stickiest kid on the block, and hide it away on tab two, sub-tab two of a website.
But when contextualising video in the web page, take a look at the content before adding it to a readymade space. Very often video just repeats the copy and photos around it because no one in the design team has bothered to watch it. It’s an important matter of detail that all the content on a web page complements rather than competes.
When everything is working smoothly, a good web page will immediately engage the potential target with the message you want delivered, pushing towards conversion to increase brand satisfaction.