The web is NOT TV!

So, I have run into people who say web is the new TV.  I have also gone to some websites that had so much animation and video that you could not figure out what the website was or how to find the information you needed.  These websites are extremely distracting from any call to action and make it difficult for users to find the educational information they are likely seeking.

Well, I have to disagree with the people who say the web is the new TV and tell them they need to read the second edition of David Meerman Scott's book: The New Rules of Marketing & PR - How to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly.

In the book he talks about "one-way interruption marketing" - this is what the big ad agency creatives do when coming up with clever TV or radio commercials and print ads.  Interruption advertising is used to grab someone's attention and make them stop to look or listen to the ad.  However, in the book he points out that when someone gets to your website, you already have their attention.  "The web is different.  Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it."

Use your website to build a relationship with potential customers and clients.  Speak to them and provide them with what they need as quickly as possible.  

I have been doing an informal research study on those web videos that have people interrupting you and walking out on the screen.  Clever - yes, annoying to most - absolutely.  It is especially annoying if you cannot turn the darn thing off and if everytime you go back to the home page it plays again and again.  Don't get me wrong, web video is still good, but that is not what I am talking about here.

A respected colleague of mine is assisting a company who has one of those websites that has an "intro" page that you have to click through to get to the home page, which is done in all Flash.  I counted in total 5 flash/animation components.  The emphasis is on all the animation.  Figuring out exactly what this company does, is not easy.  Recently another website I looked at had four very distracting home page flash elements of what I would call corporate propaganda.  None of the flash elements were leading me to the information I needed to make a buying decision or to any kind of call to action.

Just remember, you can have a very effective website that gets conversions without annoying people or distracting them with excessive flash, animation and video.

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