The word “marketing” can have different meanings depending on who you’re talking to. Some may have connotations of savvy business people in a boardroom with easels of logos and catchphrases and commercial pitches. Which, yes, is a form of marketing. To me, however, marketing is more intimate. When I think of how marketing applies to my day-to-day, I’m thinking of a visitor’s experience on a website. I’m thinking of a person waiting in line, quickly scrolling through a website on their phone trying to find something specific. I’m thinking of a technically challenged visitor and how to make their interaction easier. I’m thinking of my audience.
When starting a website design project, one question is always, “Who is the audience?” The answer to this question plays a large role in my process of organizing all the pieces. Knowing what the visitor wants, needs, and limitations help to shape the look, feel, and user experience the of site. What are they looking for? How do we make sure they find it and know what to do with it when they do? How can we engage them further?
Using the answers to these questions, and many others, as well as designing for accessibility, clear hierarchy, and calls to action are all part of marketing. Seeing the completed execution of meaningful engagement, guided visitor flow, and measurable results on an aesthetically pleasing responsive site is one of my measures of success.
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